"We wanted to reach our guy absolutely everywhere he's ready to
consume the message," said Rob Candelino, Unilever marketing
director-personal wash. "This is pioneering technology we're really
excited about. We think it's very cool, and the opportunity for us
to go one step further behind what's already a very rich
Viggle recognizes audio signals from TV programs and rewards
points based on what the networks or sponsors are willing to fund.
Those points can be redeemed for such things as movie passes or
gift cards from vendors such as Starbucks, Barnes & Noble, Best
Buy and JCPenney.
Unilever is also sponsoring bonus Viggle points for viewers who
watch branded videos or ads. Any ad people check into at any time
using Viggle will be different from the one running during the
program, Mr. Candelino said.
The latest flights of Dove Men+Care "Journey to Comfort" ads
from Davie Brown Entertainment, advancing a 2-year-old campaign,
feature NBA players Shaquille O' Neal and Steve Nash and Michigan
State Coach Tom Izzo recounting formative moments in their
Dove will also back the campaign with a Facebook app that lets
users send customized phone messages from Mr. O' Neal to friends.
Dove Men+Care has used iAd videos and ads since its launch in 2010.
The Viggle app has had more than 250,000 downloads since its
introduction on Jan. 25, said Chris Stephenson, president of
Function(x), the company behind Viggle.
More than 200,000 users are active weekly, for a daily average
of 5.5 check-ins and 34 engagements with advertising or promotions,
Mr. Stephenson said. User sessions last an average of 85 minutes,
"This is far and above any of our expectations in terms of how
deeply people would engage," Mr. Stephenson said. The Dove campaign
is part of a larger deal with Unilever . "More important than the
value of the deal to us is the fact that we have a partner
integrating fully into the program and utilizing many different
aspects," he said.
Though Unilever isn't promoting Viggle through elements of the
Dove Men+Care campaign beyond publicity, he said, two other
as-yet-undisclosed sponsors have agreed to promote Viggle in other
media as part of their deals.
~ ~ ~
The original version of this article stated that Ogilvy &
Mather was responsible for the latest flights of Dove
Men+Care "Journey to Comfort" ads. In fact, the ads are from Davie