Interactive

Who said TV wasn’t interactive?

June 1st, 2011

Written by: David Ralls

Technology is making it easier for consumers to engage with and try products that brands are promoting on TV.  According to Michael Learmonth at Ad Age Digital, Pepsi is one of the first to leverage a new app called IntoNow that allows consumers to “check in” to download a coupon while a commercial plays on TV.  Similar to QR code readers that engage consumers of magazines, newspapers and outdoor through a barcode scanner, this app leverages audio-finger printing technology to recognize the ad.  Once the ad is recognized, the app allows the consumer to gather more information about a brand or its products beyond remembering and then typing in the website URL instantly (as long as they have their phone with them on the couch…and these days, who doesn’t?). 

The best part about this new test and technology is that Pepsi is offering a free soda if users watch their ad and use the app to then download the coupon.  In taking this approach, Pepsi is bridging the offline/online gap and is now able to measure TV effectiveness and user engagement with their brand while increasing trial of a product they are promoting.  Brilliant.  The potential of this strategy and technology as it proves out and evolves is incredible. 

You can read more about this case study at Ad Age Digital: http://adage.com/article/digital/tv-check-app-intonow-watch-ad-a-free-pepsi/227080/