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“Sons of Anarchy” launches interactive shopping app for fans

October 28, 2011

An interactive shopping app joins Sons of Anarchy brand app

Cable television series “Sons of Anarchy” will introduce a second screen interactive shopping app for the iPad next week that is designed for fans who want to buy the fashions and other merchandise featured in the show.

“Sons of Anarchy” appears on the FX Network and is the highest rated series ever on the channel. The SOA Gear app joins a mobile viewing app that launched last year.

“A commerce-enabled app that can follow along with a TV show story line in real-time is an innovative new way to sell to consumers who, since they have chosen to watch the show, are disproportionately more likely to act and convert a mobile commerce sale,” said Wilson Kerr, Boston-based mobile consultant.

“This sort of ‘real-time contextual mobile commerce-enabled product placement’ is an exciting new frontier, as long as it’s subtle and does not seem overtly or blatantly commercial,” he said. 

Mr. Kerr is not affiliated with “Sons of Anarchy” or the FX Network and spoke as someone with experience in the mobile space.

Synchronized shopping
Once launched, the app automatically synchronizes with the Sons of Anarchy as it airs on TV and highlights the products available for purchase.

“Sons of Anarchy” fans who download the app will be able to access exclusive behind-the-scenes footage as well as unique products, and licensed merchandise. They will also be able to buy the jewelry and clothing worn by cast members on the show.

The app will launch on Nov. 1 to coincide with the airing of a new episode of the show. It can be downloaded from the iTunes App Store.

The FX Sons of Anarchy Season 3 Blu-ray is also compatible with the app. Fans can click on merchandise from the show and the Blu-ray Disc automatically highlights the item for purchase.

As traditional and digital media continue to converge, there will more apps like this, per Mr. Kerr.

“A shopping app that is synchronized with the viewing experience can open up a new source of revenue for the show’s producers, as it allows viewers to purchase items they see displayed in the context of an audiovisual experience they are immersed in,” Mr. Kerr said.

“Like an infomercial for a sham-wow, TV shows can be used as vehicles for conveying the value of products, without the consumer realizing they are being sold something,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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