I'm a big fan of this kind of activity and really do believe that it create more value for both the advertisers and the consumers. We tried to get people to think about things like this at the Brand Experience Lab, but I'm guessing we were juist a little ahead of our time.
With the network-startup team up, CW advertisers will be able to reward Shopkick users with offers intended to drive them to stores if they watch select ad spots.
Television viewers will be prompted to open the Shopkick application on their Android or iPhone devices before a commercial airs. The application, using the device’s microphone, will then be able to recognize an advertiser’s spot and deliver instant rewards to the viewer.
“Shopkick’s first network partnership with The CW is a revolution for advertisers,” Shopkick CEO and co-founder Cyriac Roeding says. “The cellphone is the only interactive medium that consumers have with them while they are watching television and while they are shopping in the store.”
The relationship, arranged to help advertisers close the loop between TV ad buys and in-store purchases, is similar to the one forged between IntoNow and Pepsi for a TV ad-tagging promotion started last month. Yahoo acquired IntoNow just five days after the promotion was announced.