Microsoft’s Bing search engine will partner with mobile app Viggle to interact with viewers during Sunday night’s Grammy Awards. Bing will also air the latest ad from its “Bing Is for Doing” campaign during the show; the 60-second spot will feature rapper Wiz Khalifa who is nominated for two awards.
During the Grammy Awards, Viggle will ask users poll and trivia questions that they can answer to receive rewards points. Consumers can then exchange those points for offers from Viggle brand partners such as a movie ticket from Fandango. Through the Bing partnership, participants will be able to hit a Bing button within Viggle that will offer hints to help them answer the questions.
“When you find these big media moments where everyone’s tuned in and they have their phone in their hands, we found that it’s a great opportunity for us to extend the [‘Bing Is for Doing’] story into that [second-screen] experience as well,” said Aaron Lilly, senior marketing communications architect at Microsoft.
When consumers check in to the Grammys through Viggle, they will be presented with a show page that will feature the ability to watch Bing’s ad within the app, said Jason Reindorp, vp of marketing at Viggle.
The partnership will extend beyond the Grammys. Lilly said the companies are determining the best ways and occasions to surface Bing within Viggle.
“It goes a lot further than just putting up a logo on a quiz,” Lilly said. “Whether you want to search for more information about the artist or the show or the performances … or getting more information about this quiz question, Bing’s a utility for the user.”
Created by Function(x), the Viggle mobile app launched on Jan. 26 as a TV loyalty program that incentivizes consumers to check in to TV shows. The company’s technology also allows it to make TV ads taggable, but the company is still working on rolling out that offering, Reindorp said.