Philo And Starcom Deal Fires Up TV Viewers As Part Of Innovative Social Ad Effort For Touchstone’s “You Again”

written by: Richard Kastelein

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Published on Wednesday, 22 September 2010 20:45

TV Fans To Be Rewarded For Tuning In & Sharing Programs Carrying “You Again” TV Spots

PHILO, the social television platform that is (re)inventing television by giving TV fans a new way to watch and interact with their favorite shows, announced today a first of its kind partnership with media agency Starcom USA in support of Touchstone’s anticipated romantic comedy, “You Again,” starring Kristen Bell, Jamie Lee Curtis, Sigourney Weaver, Odette Yustman, Kristin Chenoweth and Betty White.

Viewers tuning in to TV shows carrying promotional spots for the film will have the chance to win real world and virtual “You Again” prizes. In addition to unlocking 4 Movie Related Awards, every PHILO user who checks in to a qualifying series via the PHILO web app or via the PHILO iPhone / iPod Touch app will automatically be entered into a sweepstakes, earning the chance to take home a variety of prizes, including:

• A $500 spa day gift certificate & poster autographed by the cast.
• One of 5 “You Again” Prize Packs, including a poster autographed by the cast.
• One of 10 “You Again” Swag Bags.

The only way to qualify for the grand prize of the spa day is to comment “You Again” after you have checked into a TV show that has a “You Again” commercial. Shows include “Glee”, “Dancing with the Stars”, and “Project Runway.”

“Partnering with PHILO has given us a new way to enhance interactions with commercial audiences, in a way that adds some excitement to their viewing and allows us to maximize our TV investment,” said Jeffrey Pray, VP/Director Starcom USA. “People that check-in to shows where ads air will have a more engaging time with the programming and are empowered to share that positive experience via social media.”

“The PHILO platform is dedicated to rewarding TV fans with targeted prizes for watching their favorite shows,” said Greg Goldman, Chief Creative Officer of PHILO. “This partnership will pave the way for advertisers to expand their reach beyond the traditional television audience to activate each viewer’s friends and followers on multiple social media channels.”

About “You Again”

Starring Kristen Bell, Jamie Lee Curtis, Sigourney Weaver, Odette Yustman, Kristin Chenoweth and Betty White, YOU AGAIN is an outrageous comedy about a successful PR pro who discovers that her brother is marrying her high school arch nemesis. The film will be in theaters nationwide on September 24th.