OK, I know, this is nothing new.  I’m sure we all remember the first time Twitter was integrated into a TV show.  Or, when you checked FB to see how everyone was reacting to the Women’s World Cup rise (and sudden fall).  I want to focus more on the experimentation.  I love it.

Seriously, when is the last time you were surprised, not by a plot twist, but by a sudden new integration of technology into your favorite show? Something unexpected that came along and allowed you to jump deeper into the story…and share your reactions with other fans you’ve never met. I don’t always jump up and grab my phone when the prompt comes along the bottom of the screen to “text to ___” to get exclusive content or “scan the QR code” to find out all sorts of other info.  But part of me always wants to. Why?

Just to see how they’re experimenting with new possibilities – that’s why.  The show creators know you have a dvr, so flashing something on the screen for a few seconds just helps create that sense of urgency and exclusivity – “was everyone else watching?  I wonder if they saw that or if I was the only one?  Regardless, I bet I’m in the tech-savvy minority so I better take a look or I might miss out on the water-cooler conversation.”  That’s what I imagine going through many a viewers head.

For me, there’s one huge problem with all of this. I almost never watch “live” TV.  First of all, I don’t watch a lot of TV, and when I do it’s almost always time-shifted.  Me and that DVR are great friends, but my laptop and I are even better friends. Nine times out of ten, when the long day is done and I find myself plopping down on the couch…I’m not reaching for a remote.  I’m grabbing my iPad.

So, will social TV work? Sometimes. I think it’ll work great as long as it’s an event. Think Superbowl, State of the Union, or the aforementioned FIFA World Cup.  If it’s something that the public at large feels compelled to watch live then there’s absolutely room for social integration.  That said, we left the world of disruption behind long ago as an effective tool. Whatever they do…let’s hope it subtle.

What do you think? Seen any great examples that made you jump up and dig deeper?