HGTV Partners With Viggle

15-Month Loyalty Program To Center On Primetime Slate
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Viggle, the second-screen specialist that rewards users for watching TV shows, has hooked up with HGTV on an exclusive marketing partnership built around the network’s primetime programming lineup. 

The program will be supported across Viggle’s platforms, including its free mobile app, at Wetpaint.com, and the Viggle Reminders service.

Under the loyalty/engagement component of the program, Viggle users will get 4x the number of points for checking into any primetime HGTV shows (from 8 p.m. to 11 p.m. ET/PT) via the Viggle app. Fans can redeem those points to earn “top fan status” and receive exclusive HGTV prizes and rewards from Viggle, the companies said.

HGTV will also have access to Viggle’s publisher tools and social distribution technology. , including one-click reminders and set-DVR functionality across its marketing channels, and have the ability to add Viggle Point earning capability across its own channels. HGTV will also have access to check-in data to help it optimize its Viggle-based viewership loyalty campaigns.

The 15-month partnership kicks off in this month.

“We’re thrilled to partner with one of the leading cable networks to offer engaging experiences and rewards for their top viewers,” said Greg Consiglio, president and COO of Viggle, in a statement. “We are constantly seeking innovative ways to make the TV experience more engaging and rewarding and this partnership exemplifies those goals on several levels. HGTV’s content is perfectly aligned for us to create unique promotions across the Viggle platform and our newly announced publisher tools will help fans of these shows to never miss an episode.”

“By engaging with our targeted audience across multiple platforms, we are able to obtain key insights about our viewers beyond demographics,” added Shannon Driver, SVP of marketing and creative at Scripps Interactive. “The Viggle platform offers innovative loyalty solutions with targeting, reaching our core audience on their mobile devices while they watch TV, and we are excited to be able to offer this opportunity to our viewers.”

Viggle said its platform had a total reach of 26.2 million as of September 2014, including more than 7 million Viggle registered users. Viggle members have redeemed over $20 million in rewards for watching their favorite TV programs, the company said. 

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