Viggle Acquires Loyalize to Enhance Synchronous Second Screen Engagement - Playalong TV

written by: Richard Kastelein

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Viggle, a loyalty program for television created by Function(x), today announced its acquisition of the assets and business of Loyalize, a technology company that enables brands and content providers to engage with nationwide audiences during live TV shows. The company demonstrated the power of Loyalize's functionality during Sunday's broadcast of The Grammys. Viewers who checked into the show with Vigglewere able to participate in "Viggle Live," a program of real-time polls and voting, giving them the opportunity to earn extra Viggle points that are redeemable for real rewards such as music, movie tickets and gift cards.

"Seventy-eight percent of active Viggle users checked into The Grammys on Sunday night and sixty-four percent of this group played along with 'Viggle Live,' answering real-time questions, voting, and responding to polls related to the awards ceremony," said Chris Stephenson, president of Viggle. "Viewers engaged with Viggle for more than one hour and 20 minutes as we asked them questions about what was happening live onstage. Loyalize introduces a level of engagement unlike anything on the market."

In addition to enhancing the Viggle experience, Loyalize's innovative technology can be licensed as a white-label solution by brands and content providers looking to create new touch points with audiences of live sporting events, political debates, and more. Viggle first used Loyalize technology to create the "Viggle Bowl," a special event for Viggle users that gave fans who checked into the Super Bowl the opportunity to answer sports trivia questions and vote for their favorite commercials. More than 40 percent of all Viggle users participated in the event, demonstrating how in-app experiences can capture and hold the attention of audiences.

"The Loyalize team is delighted to join Viggle," said Kai Buehler, general manager of Loyalize. "Together, Loyalize and Viggle are a powerful combination that will help deepen the connection between TV fans, their favorite shows, and the brands they love."

Loyalize has enjoyed other successes, launching in December "FANGO", a partnership with Yahoo!7 in Australia. FANGO allows TV fans to have real-time interactive experiences with other viewers before, during and after a show. It also gives them access to a guide that illustrates viewing trends; the ability to earn awards like badges, points and leadership within the app for participating in activities; and access to videos, blogs and videos related to the show. These capabilities are further examples of how Loyalize technology can deliver interactive content on the second screen to enhance the TV viewing experience.

 

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