Watch your favourite show, spot a familiar brand and receive interesting dedicated content on it right away on your smartphone. This is not science fiction but a very real experience that Lancia is now introducing in Italy for the first time in the world.
“Lancia is innovative, also in customer relations,” commented Paolo Gagliardo, Head of EMEA Markets on the launch of the new service which, after a testing stage, will be turned by Lancia into a real, interactive, non-stop channel for sharing information with consumers.
Downloadable from App Store and Google Play, the Lancia InteracTV app combines digital product placement – that is, a way to integrate a product into an existing audio-video product – with the interactive methods offered by new technologies, revolutionising both the concept of watching the TV and that of message reception. Simply launch the app while watching your show and let it do the rest. Your smartphone will pick up a sound that cannot be heard by the viewer and a message enhanced with customised content will appear on its display.
This service will open to the public this evening during “Cerco Casa Disperatamente” on the Discovery Real Time channel. Some instalments of the programme will be configured to interact with the viewers’ apps during the launch campaign for the new Lancia Ypsilon Ecochic Methane. Special conditions will be offered to viewers who take part in the experience by downloading and using the app to buy an Ypsilon and dedicated multimedia content.
Created by a pool of Italian technology and communication leaders (Bitmama, Concept Reply, Mirriad), Lancia InteracTV is an innovation for insiders as well. The recognition and download system implements proprietary Concept Reply technology. Innovative Digital Product Placement techniques created by Bitmama-Mirriad exclusively for the Italian market secure the presence of the brand in key moments of the programme.
