There is an iPad app for fans of Grey’s Anatomy, says CIO Magazine, developed by TV rating company Nielsen, that offers interactive social activities to viewers tied to events in the program. These events are “watermarked” to the show dialogue. I’m interested. Coolness. I am always on the lookout for “1 plus 1 equals 3” mashups of media that go beyond the expected. That tread new ground.
And then I read that the Grey’s Anatomy app pops up questions like “What do you think will happen next in the plot?” “Or tweet this to a friend.” Droop. The app also offers character info, games and quizzes. Droopier.
It sounds as if the media socialists on the show are making the app an extension of a fan club when there were so many other ways to go. The show is about medicine and doctors and hospitals, why not go that route? Why not inform, educate, surprise? Or how about offering up some type of production notes about the cast and the scene? I’ll bet if the app developers actually listened to the audience in real time, without a social media engagement agenda, they might hear insights they hadn’t expected. Go deep. Think deeply. Think about strategy not tactics. Don’t extend, invent. Peace!