MTV, ever the brand to experiment with a new social platform, has teamed up with new kid on the block IntoNow for a social entertainment campaign that encourages television watchers to "tag" original broadcast airings of Jersey Shore.
If you recall, IntoNow, often referred to as Shazam for TV, is a television companion application for mobile that uses its patent-pending SoundPrint technology to "listen" to TV content and identify broadcast airings in seconds. Thanks to the IntoNow-MTV team up, app users who "tag" six premiere airings of the current season of Jersey Shore will have a change to win a trip for two, including travel and hotel accommodations, to next season's premiere party.
There's nothing all that unique about the partnership and the show-themed contest -- networks are increasingly teaming up with entertainment startups -- except that the deal could help prove the viability and business potential of IntoNow's platform. Being tested is the premise that the just launched startup can influence Jersey Shore fans to tune in live.
There's actually one more unique thing about the partnership: The MTV reality star Elizabeth Lee from My Life as Liz has curated a list of her favorite shows on IntoNow. So fans can now check out her presumably off-beat picks on the "My List with Liz" list in the Discover portion of the application.
Celebratory curation -- though the term celebrity is being used here loosely -- is something we've seen before. Bravo, for instance, has many of its reality show stars leaving tips for fans on Foursquare.