iPhone links fans with “Dancing with the Stars”

Broadcast networks are creating apps for iPhone to promote their shows and interact with their audiences. The concept is simple develop an interactive app that engages consumers and keeps featured shows top of mind. ABC is the latest network to harness the interactive power of the iPhone by developing and promoting a free application for its hit show Dancing with the Stars (DWTS). The DWTS app allows fans to vote for their favorite contestants each week. The app not only promotes the show through highlights, videos, and games but it also provides interactive dance instructions to fans.

This is an excellent link between broadcast and new media. The app is actually communicating with the target audience in ways that a television commercial or print ad is just not capable of. This app is using experiential marketing to invite consumers to actually become part of the show. People who vote for their favorite contestants through the app will undoubtedly develop a vested interest in the outcome of both the show and the season.