Tuesday, March 13, 2012 launches the ?Celebrity Apprentice? second screen app

Posted by on March 8, 2012

Back in December, Mark Burnett announced a deal with to create customized second-screen experiences for several of his upcoming TV shows. Now the first app has launched for iPhone and iPad, The Celebrity Apprentice, in time for this Sunday?s episode. An Android version will be coming soon. We haven?t had a chance to give it a spin yet ? it?s designed for a synchronized experience ? but the press release does a good job explaining the feature set:

The app provides interactivity, social game mechanics, community sharing, and e-offers in the form of real-time digital coupons and currency from major TV advertisers. The second screen, synchronized app will also feature exclusive extra content, celebrity bios and scoops, insights and games, trivia and other enhancements that are Actv8.ME?s hallmarks. The Celebrity Apprentice app will be featuring exclusive giveaways, with cash prizes and a chance to win an all new Buick Verano.

The app combines many of the staples of second-screen experiences with a hefty dose of rewards ? even for not skipping commercials. It features a new product called ActvAd which ?rewards viewers for their participation, thus enriching the brand?s connection with the consumer,? explains CEO Brian Shuster. Show sponsors Buick, Crystal Light, Walgreens, O-Cedar and Camping World/Good Sam will be enabled with the rewards. While Shazam offers rewards when people ?tag? specific TV ads, this is the first time we?ve seen this approach inside a synchronized second screen app where no additional effort is required.

Of course, any story about the Celebrity Apprentice must somehow mention the Donald, who loves talking about himself. He even has a quote about the new app. ?Actv8.ME gives viewers more of what they want?my show, The Celebrity Apprentice?and gives the audience the opportunity to be even more engaged with my challenges to the teams. With this app, audiences will have true interactivity with the content,? he said.

You can download the app here, and Celebrity Apprentice airs Sunday at 9/8c.

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