The software leverages the third screen for social viewing, and further cements the brand’s association with entertainment.
Best Buy and agency CP+B are launching Movie Mode. Users can text ‘minion’ to 332211 to download the app directly to their phone. Initially, the app will sync with the film Despicable Me, allowing users to access the translated commentary from the Minions during the film’s 3D end credits. Users can also unlock exclusive content after the show.
The app is a great example of how a brand and entertainment property can use the ‘third screen’ to connect with consumers while social viewing – which refers to individuals accessing their social networks or related content while viewing a TV program or film. The app also got us thinking about Best Buy’s objectives for it, given that they won’t generate revenue from driving consumers to movie theaters. We suspect that Best Buy intends to further cement its perception as a source of entertainment – so that when the film hits DVDs, or when consumers need new home theater equipment on which to view those DVDs, Best Buy will be destination.
It would also be interesting to note what metrics Best Buy is tracking to demonstrate the app’s performance against their intended objectives.