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DirecTV Reups With Viggle

Expanded Marketing Deal To Boost Cross-Promotions, Offer Exclusive Rewards To DirecTV Subs 10/31/2013 12:35 PM Eastern

Viggle and DirecTV said they have renewed an exclusive marketing deal that lets DirecTV customers interact with programs through Viggle’s reward-based TV check-in platform.

Financial terms were not disclosed, but the expanded deal will provide DirecTV customers who use Viggle with “exclusive Viggle points-earnings opportunities and rewards,” including the ability to earn points that can be exchanged for pay-per-view movies.

The new deal also includes a tighter integration between the two companies’ sales arms, including a component under which DirecTV will include Viggle ad inventory as part of its sales packages. They said luxury car brand Lexus is the first advertiser to jump on board, and will run promotional media on-air via DirecTV and via Viggle’s mobile apps.

Viggle, which counts GetGlue among its competitors, will also highlight exclusive programming offers to DirecTV customers and integrate DirecTV into its advertising platform using video, sponsored games and interactive ads. DirecTV, meanwhile, will encourage users to download the Viggle app and recommend that they link their accounts with Viggle.

Further out, they’ll also work on direct integrations with DirecTV set-tops and tablet apps.

“The partnership with DirecTV uniquely highlights the power of the Viggle platform to incentivize, reward, and retain customers across specific programming initiatives and we’ll showcase these abilities through new initiatives in the renewal agreement,” said Viggle president and COO Greg Consiglio, in a statement.

Viggle had 3.062 million registered users for the fiscal fourth quarter ended June 30, up from 2.183 million in the prior period. Monthly “active” users – those who logged into the Viggle app at any time during the month – stood at 757,273, up from 599,317 in the previous quarter.

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