New 'Get This' App Opens Up Social Purchases

Adam Popescu2013-04-18 22:11:33 UTC

In our multitask-heavy culture, chatting on social media networks while watching television has become the order of the day. We love sharing our thoughts in real time about the shows we're watching. And as social media becomes more of a platform for like minded audiences to gather, it's also becoming a vehicle for driving e-commerce. Brands are starting to wake up to this untapped resource and are trying to turn loyal audiences into loyal customers.

Nearly 88% of U.S. homes own at least one device that can be used as a second screen; 87% of consumers says they use at least one device while watching television, according to the consumer market research firm NPD.

With global Twitter ad sales reaching $288 million in fiscal 2012, up from about $140 million in 2011, it's a market ripe for companies willing to innovate and experiment.  Last year, Chirpify was one of the first companies to turn tweets into transactions, allowing users to buy, sell and donate money with Twitter.

SEE ALSO: Startup Lets You Buy and Sell Stuff on Twitter

Now a new, more aggressive app has debuted that creates a second-screen experience linking purchasable content to the television shows viewers are watching. It's called Get This [iTunes link], and the free app shows viewers purchasable items on their iPad; items synced up with what you're watching. Shows include the ABC hit Scandal with Kerry Washington, and the Carrie Diaries.

Get This works with each show's production staff (producers and stylists), who tell them in advance which items will be featured on each episode. Then when viewers see those items, they pop up on their screens in the app. The idea being that if you see Washington wear a cute dress on Scandal, it pops up on your screen so you can buy it. An audio-sync button matches to the show and highlights items as they appear on screen. Get This makes money through an affiliate program with the 85 brands and vendors they work with.

You can shop by show and by episode, with about 80 purchasable items on Thursday's episode of Scandal.

The app features a handful of shows right now, but is poised to add several more by July, says Lisa Farris, Get This' chief executive. Farris is the former head of market development at Universal Music Group's eLabs, and worked on creating digital initiatives enabling audiences to view on-demand music at home; then revolutionary. The company's advisory board includes high level former executives of Warner Bros Online, Fox Television Entertainment Group, and HBO.

Farris won't say just what's coming, but hinted that  "three brand new summer series and specials will launch in July."

Viewers using the app have three buying categories: original items from the shows, stylist picks at similar price points inspired by the real McCoy, and much more affordable third options. Her company began building the app two years ago after heavily researching viewing trends.

“For many audiences, shopping is entertainment,” Farris says. “Get This is about discovery and the convergence of content and commerce. We connects audiences with entertainment and brands they love."

Image courtesy of Get This; Homepage image courtesy of iStockphoto, FernandoAH

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