USA Network has teamed with social TV app Viggle to create a civil rights-based goodwill effort for Saturday night's airing of "To Kill A Mockingbird." It will mark the first time the 1962 classic is broadcast after a recent digital remastering; President Obama will introduce the film on the cable network.
Viewers who record check-ins for the show will earn loyalty points on the program, which Viggle will match in donations up to $20,000. The money will be given to USA Today's "Characters Unite" foundation partners that champion civil and human rights, according to a joint statement from the companies.
After checking in, Viggle users can earn additional loyalty points by tapping their touch screens to read film facts about "To Kill A Mockingbird" and/or learn more about the Characters Unite program. They can also donate their points toward charitable contributions via the Viggle app rewards section. The app is available for iPhone, iPad, and iPod Touch devices.
Viggle continues to sign TV-based partnerships while trying to bring its consumer usage to scale in an increasingly crowded mobile apps space. Last Sunday, cable channel Animal Planet had an integration during its "River Monsters" program, where the Viggle logo appeared on screen to encourage viewers to check in.
New York-based Function(x), Viggle's parent, says the three-month-old app has 250,000 users. Chris Stephenson, president of Viggle, recently said in a statement that "[time] spent in the app has grown from 54 to 89 minutes;and the level of advertiser engagement is truly extraordinary."
Competing social TV apps include GetGlue, Shazam, IntoNow, Miso, and Zeebox.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014