The fifth season of VH1’s ‘Mob Wives’ premiered last Wednesday and the network introduced an innovative way to engage fans both watching live and in a time-shifted setting. VH1 has partnered with audio-recognition app Shazam to create an immersive second screen gaming experience.
Before a big moment in an episode, viewers are prompted to ‘Shazam’ the show, and, once synced, a game board is presented that allows fans to play along with both episode-specific and evergreen games. Games will include ‘Which Mob Wife Are You?,’ ‘Trigger Finger’ (where viewers track the number of ‘F-bombs’) , and ‘The Beef-o-Meter.’ The Shazam integration also gives viewers the ability to browse music featured from the show and seamlessly purchase it on iTunes or Google Play.
With only one episode of the season under its belt (and episode two premiering tonight), the Shazam integration is already paying off. The premiere resulted in the greatest number of tweets for a single episode of the show in the entire series, and placed fourth on Nielsen’s Twitter TV Ratings chart for Wednesday, December 3 with 40,000 tweets and a unique audience of 749,000.
Networks recognize that more and more viewers of scripted shows and reality shows are watching in a time-shifted setting, but engaging this audience has its challenges; evergreen games that can be accessed and played no matter when a viewer watches is a great start. For more on the creation of the games and why VH1 turned to Shazam, we spoke with Dave Perry, Vice President, OnAir + Multi-Platform Creative at VH1. Read more