Lifetime’s Project Runway is pulling out all the social TV stops this season, from Twitter voting to a partnership with the TV tagging app IntoNow (which we first broke on Twitter last week). App users who “tag” a Project Runway show through the season (IntoNow listens to TV audio) will unlock extra content, participate in polls and chat with others watching the show. Some of the digital extras include sneak peeks and photos.
It’s the first big partnership for IntoNow since Yahoo acquired the company in April. “For Yahoo!, this is a chance to create a platform for the living room that can help broadcasters and advertisers activate their media and audiences while rewarding consumers for live and loyal viewing,” explain Yahoo/IntoNow’s Adam Cahan. The Project Runway deal also encompasses Yahoo TV, omg! and co-branded advertising.
Using its patented “SoundPrint” technology, IntoNow is indexing 130 TV channels spanning more than 2.6 million airings — “tagging” a TV show just takes a few seconds. Check-in apps like GetGlue, Miso and Tunerfish require users to select the show they’re watching.
IntoNow has also rolled out an Android app (screen grabs above) and a refreshed iPhone app. New features include personalized recommendations based on you and your friends’ viewing behavior, as well as a “personal TV calendar” that combines those recommendations with a TV schedule.
On average, IntoNow sees 36,000 tags per day — a number that will certainly grow with the addition of Android and the marketing power of Yahoo.