The Social TV bandwagon is leaving the station, and a flock of startups are experimenting with multiple features and strategies to see what gains traction. With 2 million users that checked-in over 100 million times in 2011, GetGlue appears to be the most popular social network for entertainment. It offers not only an online site, but also Apps for Android and iOS. Think of GetGlue as a Foursquare-like check-in to TV, movies and music with the addition of a Facebook-like feed where you can interact with your friends and other users. A unique feature of the site is that you can earn virtual stickers for the shows or movies you watch and, once a month, you can request a hard copy of those stickers, which get delivered to you via post mail.
GetGlue has partnered with entertainment networks to reward users with discounts or swag from their favorite shows and movies for sharing their check-in. But just how effective has GetGlue been in increasing viewership? The GRAMMYs partnered and launched an integrated marketing campaign with GetGlue, offering a sweepstakes to win a pair of tickets to the awards ceremony and customized GRAMMYs stickers for checking-in. Moreover, during the GRAMMYs live broadcast, the “first screen” prompted people to check-in and join the social conversation online on GetGlue.com and on the GRAMMYs’ online hub. These different elements in tandem generated “the highest rating in over a decade” for the 54th Annual Grammy Awards. This level of viewership turnout is a huge opportunity for marketers and advertisers to promote their products before a massive audience that is highly engaged with their content.
Umami a New York-based startup has taken a different approach. The Umami TV for iPad app aims to provide users with a more engaging experience than GetGlue by providing TV networks with a “new platform to brand and customize those experiences”. Umami uses proprietary “audio fingerprinting technology” that recognizes what show or movie a user is watching on TV. Then, the app provides a customized range of content from gossip, news, and social chatter to bios based on the show a viewer is watching. Its beta trial generated significant buzz, Mashable called it, “The ultimate TV companion” and Digital Hollywood called it, “The Two Screen Revolution”. Umami has since ended its beta trial period and is expecting to launch pretty soon.
Miso has been stirring up a Social TV storm, fusing elements from both GetGlue and Umami. It delivers interactive and user-generated content, check-in options, and a news feed feature that is embedded in a single social network. Moreover, Miso offers a differentiating feature that it calls SideShows, where fans can create their own second-screen content.
For example, USA created a White Collar-themed game whereas Mad Men fans created a drinking game . Miso also offers a feature where customers of AT&T U-Verse and DirecTV can sync the Miso app with their cable boxes. This opens the possibilities for advertisers to place ads during SideShows, but possibilities don’t stop there. In our previous post, Social TV & The Revival of TV Advertising, we explored other marketing opportunities such as such as synchronized advertisements and explained in depth what social TV is.
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