Viggle
Viggle is a new loyalty program that gives people real rewards for watching television. Using sound recognition technology to track what viewers are watching via a mobile app, Viggle awards points for watching programs. In order to launch this product, Method worked closely with Viggle to define the product, brand identity, and launch strategy.
Challenge
Viggle came to Method with an idea for a game-changing product that could influence the way individuals watch television: creating a loyalty program for TV. The goal was to develop a product that would allow users to "check-in" to television shows and accrue points that they could then cash in for real, tangible rewards.
Method was tasked with creating the Viggle brand identity and experience design for the Viggle app.
Approach
Method worked very closely with the clients across multiple tracks - focus group testing, product design, brand development, marketing demos, and support for investor and partner presentations. The design objectives were to create a simple and intuitive interface that would seamlessly integrate into television watching and add to the overall experience, not disrupt it.
We focused on the core idea behind Viggle: Watch TV. Check in. Get rewards. We translated this into a focused product experience that also supports the business needs of the company, its advertisers, and the participating networks and brands. Strategies were incorporated into the product experience to engage users beyond the initial check-in and to bring them back into the app. We also leveraged second-screen viewing behaviors to provide supplemental content that enhanced the television watching experience.
Outcome
The resulting identity and application design were successful in helping define the Viggle product experience. Launched in February 2012, the application has been widely received with Fortune 500 companies such as Verizon, Pepsi and Unilever signing on to reach customers via the Viggle platform.
A mere 3 months after launching, President of Viggle, Chris Stephenson, reported that the app has surpassed 250,000 registered users and 7 million check-ins. Over 200,000 users are active weekly, for a daily average of 5.5 check-ins and 36 engagements with advertising or promotions and user sessions lasting an average of 89 minutes.
Viggle celebrated its first year in January 2013, with 1.8 million registered users and over 150 million check-ins. Over the first 12 months, Viggle worked with over 40 brands – including Burger King, CapitalOne, JetBlue, DirectTV, Mercedes-Benz – giving away more than 1.3 million rewards.
