Bravo, which like its viewers enjoys playing with the latest technology, is asking consumers to take a picture of print ads for its new series “Date My Ex: Jo and Slade.” The ads will appear next week in US, Star and In Touch magazines.
If they text or e-mail that picture to Bravo, they’ll receive a ringtone of the show’s theme song, sung by Jo De La Rosa. They’ll also be invited to join Bravo’s Scoop club, which will send alerts about other programming on the network as well as other offers.
Lisa Hsia, Bravo’s senior VP of new media and digital strategy, said it’s the first time this image-recognition technology from Mobot has been used in the U.S. by a television network.
“I’m interested in just trying this new technology, seeing how the users react: Do they find it fun, do they find it useful, is it something we get a high response rate to,” Ms. Hsia said.
If the technology proves to be popular with viewers, she sees it as something advertisers will want to dial up too, she added.
“We love having people signed up for these things,” said Ms. Hsia. “Hopefully they’re going to start interacting with the Bravo brand outside of the TV screen.”
“Date My Ex: Jo and Slade” preview clips are available below.
Update: Art and video added. 4 p.m.