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USA Networks rewards fans with virtual, real goods via mobile app

April 6, 2011

USA Networks is letting wrestling fans unlock exclusive “WWE Touch Enough” content and redeem virtual and real goods via a mobile application.

The Touch Enough application accompanies the network’s upcoming reality competition show, “WWE Touch Enough,” and features a social television experience and a rewards program. The application is available for iPhone and Android devices.

“USA Network strives to take the second-screen experience to the next level for our fans,” said Jesse Redniss, vice president of digital at USA Network, New York. “We want to provide more ways than ever for our fans to engage with the shows, characters and content they love – truly defining social TV.

“First and foremost, we are looking to target the existing rabid WWE fan bases that enjoy show like USA’s Monday RAW as well as Syfy’s Smackdown,” he said. “Beyond that, we are looking to expand the reach and interest from fans of reality shows that may not already be watching USA scripted programs.

“With the app offerings, we are really going after the heavy mobile using 18-34 demographic, as these are the trendsetters that will be active in the social space, as well as on their smartphones and connected devices.”

USA Network is a program of NBC Universal Cable, a division of NBC Universal.

How it works
According to USA Network, the application acts like a social entertainment check-in service that connects fans to social and mobile features and lets them participate with the show.

Users can collect points for interacting with their favorite shows and unlock virtual and real goods.

During the course of the show, users can check-in via the application and unlock WWE content.

Additionally, fans can get Tough Club points via the show’s Web site or mobile app.

“Expanding to the mobile platform allows fans more ways and more flexibility than ever to check-in with their favorite shows,” Mr. Redniss said. “It also allows them to interact with other fans and even show participants while the show is on and between episodes as a way to keep them engaged and connected whenever and wherever they are.

“Ultimately, we want to make it as convenient and as accessible as possible for our fans to interact and engage with their favorite content,” he said.

Virtual goods
Additionally, users who are watching the show can listen for specific keywords, which are plugged throughout the show, online and via various Tough Enough destinations.

The keywords will unlock exclusive content, such as videos and photos.

The network’s affinity rewards program rewards users for engaging socially with their friends via the app.

“The Tough Enough app and Tough Club affinity rewards program are being promoted in-show with pop-up ads and within USA Network’s various online and social media properties,” Mr. Redniss said.

“We also have an extremely aggressive Partnership program with over 200 Partner Web sites syndicating our WWE Tough Enough content and funneling users into the Tough Enough Digital Experience across multiple devices and social platforms,” he said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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