Conan on TBS becomes the first late-night show to launch its own second-screen tablet app. The Team Coco app (iPad and Android tablets) offers a plethora of video clips, behind-the-scenes photos, Conan O’Brien’s blog and other companion content, but the interesting addition here is a synchronized experience that ties to the show, both live and on demand.
A countdown inside the app lets you when the next live episode will be on the air. During the show, you can chat with other viewers, receive “app exclusive content” and see the latest Twitter dispatches from Conan, Andy and the rest of the Team Coco crew. The same sync experience works while watching archive clips, as well. We have yet to see the live sync in action — tonight’s the first show since the app was released.
Of course, Conan brings his dry wit to a YouTube demo of the new app. “I smell innovation,” he says, sniffing a tablet with the app on display:
In many ways, Team Coco has redefined television promotion in a social age. From the blog to live webcams, and that blimp that flew around the country with sightings on Filckr, Conan’s team seemingly mastered social hype around its premiere. And it must be working: in the wake of three months of audience growth, TBS announced yesterday that it’s renewed Conan for two more years.
There’s been a fair amount of debate whether show-specific apps will gain traction, but I think if there’s any show that can build a vibrant second-screen community, it’s Conan and his Team Coco friends. I would watch this carefully: Conan on TBS has the potential to create one of the most thriving second-screen experiences of any daily/nightly show on television.
If you give the app a swing during the show, let us know what you think.