Every marketer knows that the fewer boundaries you can put between the initial interest and conversion the better. So Twitter and Comcast have teamed up to turn your mobile phone into a remote control for your TV.
It’s called See It and it begins with a promoted Tweet for a TV series. The card starts with the usual hashtag lovin’ Tweet. Beneath that there’s room for a photo and a short description of the event or specific episode. Below that is the magic “See It” button. Tap that and a set of choices appear depending on when you tap.
If the show is airing at that moment, the “Watch” button will tune your TV to the right channel. (Presumably, you’ll have to login with your cable credentials but hopefully that’s a one time pre-set.)
If the show is not airing at the moment, you can use the Tweet to record the episode and / or remind you when it’s on. Watching it mobile On Demand is another potential option.
Right now, See It is only available for Comcast Xfinity TV customers. It’s also only being used by NBC Universal networks which include: NBC, NBC Sports Network (NBCSN), CNBC, MSNBC, USA, Syfy, Bravo, Oxygen, E!, Esquire Network and The Golf Channel.
Sam Schwartz, Comcast Cable’s Chief Business Development Officer explained the rational behind the idea:
“Let’s say that I’m riding home on the bus and I see tweets on my phone from friends, reporters and celebrities about something called “Sharknado.” If I had only seen an ad about a sharks-meet-a-natural-disaster movie, frankly, there would be little chance that I would tune-in. However, all these tweets pique my curiosity, I click on the See It button in one of the tweets, and then use it to set a reminder to watch the movie later that night.”
Oh Sharknado – that movie will go down in history as the worst movie with the best social media buzz. Syfy, you win that round.
As for See It? I like it. If it was available on my cable system, I’d use it to eliminate all those scraps of paper I have floating around with TV reminders. “Don’t forget to record Fright Night this Saturday on Syfy” – it will be the perfect movie to watch on Halloween. Works for me.