Scripps Networks Interactive, whose lifestyle media brands include Food Network, HGTV and Travel Channel, has become the first programmer to offer the Viggle social platform to all Scripps advertisers.
Viggle, a free mobile app, provides an interactive platform to create engagement with entertainment content and targeted advertising through a loyalty programme that rewards users for watching television. By working together, Scripps will be able to offer its advertisers innovative programme enhancements and extensions, or mobile video inventory targeted against programming.
Auto manufacturer Lexus, in association with Food Network’s “Restaurant Impossible,” is the first participating advertiser. Viggle users who checked in to “Restaurant Impossible” are able to view Lexus advertisements tied to what is running on-air. Lexus also has fixed placements on the “Restaurant Impossible” show page in Viggle, which allows users to look at Lexus models while watching the show.
“We look forward to providing interactive and engaging experiences that benefit Scripps advertising partners and viewers by way of our entertainment rewards platform,” said Greg Consiglio, President and COO of Viggle. “Based on previous success partnering with other sales organisations, Viggle looks forward to providing opportunities that not only benefit Scripps on-air and digital partners but also engages viewers with popular interactive programmes. For example, our real time trivia game, Viggle LIVE, provides a perfect forum for reinforcing key messaging as consumers use their devices during their favourite programmes.”
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