Originally featured in Mobile Marketer
Clorox is back for a second run with its Bachelorette-themed mobile matchmaking game within entertainment application Viggle, suggesting that second-screen engagement strategies paired with rewards are working for consumer packaged goods brands.
The household product manufacturer kicks off the matchmaking game – which was also rolled out last year – by showcasing a fifteen-second ad that corresponds to The Bachelorette theme while showcasing the necessity of having a bottle of cleaning solution handy at all times. After watching the ad, Viggle app users can access a roster of men participating in this season of The Bachelorette, choose the men they believe will make it to the next round and collect rewards points for doing so.
“One of the most important ingredients of a powerful marketing campaign is the ability to drive harmonious omnichannel engagement around a single theme,” said Shuli Lowy, director of customer success, Americas at TVTY/The Moment Marketing Company. “Brands such as Clorox understand that second-screen engagement provides a unique opportunity to engage a key audience and drive their message home.”
The mobile rose ceremony
To play Clorox Matchmaker, Viggle users must go to the “Games” tab of the app. Before they reach the actual game, Clorox will show a fifteen-second advertisement for one of its products.
In the mobile-optimized ad, a woman in an all-white outfit strolls into a courtyard accompanied by her date. There, the couple encounters two other men before excusing themselves, prompting the camera to zoom in on the grass stains adorning the woman’s clothes.
The two other men stare at the couple while one of them says, “He’s definitely getting a rose.” The other agrees with his friend.
A bottle of Clorox is then shown on a table, next to a long-stemmed red rose, as a voiceover says, “For life’s bleachable moments, only Clorox.”
After watching the ad, fans of The Bachelorette can earn 1,000 Perk points by correctly guessing which men will make it to the hometown dates portion of the show, which typically occurs several weeks prior to the finale.
The Clorox Matchmaker game
Individuals can scroll through the entire roster of men participating in this season of the series, and can browse their photos, ages and basic facts to ensure they choose the best predictions for this year’s Bachelorette, JoJo Fletcher.
Additionally, Viggle users can cast their weekly picks for contestants likely to receive roses – meaning they will stay in the competition another week – by the same process.
Fans can also make bonus predictions to earn extra rewards points, such as choosing the contestant who will receive the first impression rose.
One thousand Perk points will be awarded to consumers who correctly pick the final bachelor.
Loyalty and second-screen engagement
Digital rewards platform developer Perk acquired Viggle last December in an investment that brought the former’s clients a more comprehensive method for appealing to and engaging smartphone-savvy consumers (see story).
The Viggle app enables users to trade in their rewards points – which they earn by watching television shows and interacting with complementary content – for a slew of prizes, such as retail gift cards and electronic gadgets.
Fans of The Bachelorette can stock up on Perk points if they make accurate predications
Second-screen engagement is becoming increasingly more imperative for marketers as well as television networks seeking to capitalize on consumers’ reliance on their mobile devices.
Companies creating digital storyboards need to delegate appropriate social and digital content to consumers using second screens along with linear television programming, according to executives from Bravo, Showtime and Oxygen at the 2014 ad:tech New York conference (see story).
Consumer packaged goods marketers have a wide opportunity to introduce more engaging and relevant mobile content to TV viewers instead of rolling out impersonalized national commercials for their products.
“Over the past year we have been seeing many brands incorporate second-screen targeting elements into their campaigns,” Ms. Lowy said. “Often this will come in the form of activating a digital ad campaign during moments that will experience high second-screening activity, such as during commercial breaks or just after a brand or product has been highlighted on TV.
“The tactic has time and time again been proven to be enormously effective, driving better campaign performance across the board.”