Bravo is allowing Shazam users a sneak peek of its new docu-series after using the app during the show's trailer, exhibiting the continual merge of television and mobile and ensuring a more resonating promotional experience.
Shazam is proving to be an effective tool for media marketers looking to continue interacting with fans following on air-television spots and in-theater ads. Bravo is the most recent network to leverage the pull of the responsive application by prompting users to shazam the app while on air promos of its new show, Après Ski is airing to view the first episode prior to its premiere.
"At Bravo, we strive to push the envelope when it comes to the innovative ways we go beyond the linear network to reach our highly-connected audience," said Maria Laino DeLuca, senior vice president of consumer and trade marketing at Bravo Media. "Through this partnership with Shazam, a key mobile platform for our target audience, were thrilled to be the first network to offer our fans this unique VIP sneak peek of the first episode of our newest docu-series Après Ski in its entirety a full two weeks before the network premiere."
The new docu-series on Bravo follows a group of employees working for a luxury winter ski concierge service. Shazam users from October 19 to November 2 will be treated to a sneak preview of the first episode, before its official airing.
Mobile users will be instructed to open the Shazam app during the TV promo spots, and allow the app to listen to the audio of the ad. Once the app picks up on the particular content it will serve fans the preview episode with they can watch on their mobile devices.
The network is also prompting users to get involved while the ads and series is airing through social media with a hashtag for the show and tagging Bravos pages, a common tactic for television programming which seems to be growing. Fans can view related social media content through the #ApresSki hashtag and follow the network through the tag @BravoTV.
Après Ski will air on November 2 on Bravo at 10p Eastern Standard time. The plot line follows the lives of startup concierge service Gibbons Life employees, and all the drama that coincides with the luxurious business.
The series will also be available on Bravos TV Everywhere platform in which fans can view content on their mobile or desktop devices, as well as various On Demands services.
Similarly, Sony Pictures gave fans a full-immersion experience for its upcoming Goosebumps film by serving extra content and a sweepstakes to Shazam users who turn on the application during the films credits (see more).
Bravo was also a part of a social media call-to-action in partnership with Dubsmash, featuring fans videos on air and showcasing the impact that mobile has on television programming (see more).
"Many of our tech-savvy Bravo fans already know and actively use Shazam for its ability to seamlessly connect them to the content they crave," said Ms. Laino DeLuca. "With this partnership, we hope to meet our engaged audience where they are, on their mobile devices, and provide them with an exclusive first look at Après Ski before its official network launch.
"We know this partnership will drive buzz and anticipation for our newest docu-series, and that fans will continue to tune in to see what unfolds both on and off the slopes," she said.
Brielle Jaekel is editorial assistant at Mobile Marketer
Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at firstname.lastname@example.org.