As promotional campaigns go, it doesn’t get more counterintuitive than this: What better way for social-TV platform Philo to generate more check-in across web-connected devices than to use a print magazine?
Then again, where else but TV Guide Magazine can you find consumers likely to over-index on Philo usage. The partnership calls for a weekly column in TV Guide that lists a set of programs users can use Philo to check in via its platform. That automatically enters consumers into weekly sweepstakes for a range of prizes ranging from Logitech remote controls to an invitation to TV Guide’s annual “Hot List” party.
The promotion should also raise awareness for Philo in the competitive free-for-all that is the social-TV space, where the venture vies for eyeballs against similar outfits including Miso, Tunerfish and RelayTV. These companies are trying to apply the Foursquare model of location-based community-building and applying it to TV, bringing fans of shows together. If it takes an old-media brand to spread the word about a new-media trend, so be it.