A few months ago we posted an article about new entertainment check-in applications like Miso and Get Glue that allow users to check into television shows, music, movies, video games and more. The rewards are mostly stickers unlocked by watching special shoes or networks with the occasional discount for Get Glue users on the network’s website merchandise. IntoNow operates on the same basis except the app rewards users for checking into commercials instead of actual programming. The best part is that the rewards are a lot more valuable than a sticker! The app just launched in January and has partnered with PepsiCo to offer a delicious reward to users.
Here’s how the app works; consumers download the iPhone check-in app IntoNow and hit it while the commercial plays on TV. Audio-fingerprinting technology then recognizes the ad and a coupon gets downloaded to your phone for a free 20-ounce bottle of Pepsi Max. The best part for PepsiCo is that once a coupon has been received users have the option to send out a notification to all their friends on Facebook and Twitter as well as on the app itself. There’s no doubt that this is an experimental move for Pepsi Max but they’ve agreed to honour 50,000 of those coupons while getting a better idea of the potential of interactive ads.
The Pepsi Max television commercial revolves around the theme “Field of Dreams” and features many baseball players from the past and the present. The ad is already available on Youtube and is posted below. It will air during MLB games and through the end of the year. The deal is the first major brand implementation for IntoNow but if consumers catch on, it definitely won’t be the last!
IntoNow uses advanced fingerprinting technology so they not only know what consumers are watching, but also if they’re watching it live, recorded on a DVR or on some other recordable device which is very important information to advertisers. It even works if you check-in using the Youtube video! The technology, created by Auditude earlier this year, was initially intended to recognize shows and insert ads online. It takes the technology only four to twelve seconds to recognize a given clip. They have a catalogue built up of ads that have run in the last five years or so, which means chances are, whatever your watching, is recognizable.
Since it’s launch in January 2011, IntoNow already boasts 600,000 downloads and 3 million tags. It was purchased by Yahoo at the end of April for $17 million.
Surprisingly, IntoNow isn’t the first to give consumers a reason to check-in to TV commercials. Mobile music app Shazam partnered with Old Navy to offer the first 1000 users that tagged an original song during an Old Navy commercial a free pair of jeans. The main difference between this mini promotion and IntoNow’s entire foundation is that they offer the ability to check into any and every TV commercial. For advertisers it shows them who is watching their ad and it allows them to reward that attention ultimately driving offline behaviour.