If Millennials or Gen-Zers are watching TV, there is a good chance they’re simultaneously scrolling through their phones. Using a second screen while watching content is a norm of today’s digital age. While this poses a problem for networks trying to hold on to the shrinking attention spans of today’s youth, some — like Nickelodeon — have come up with a creative solution to the issue.
Today the Viacom-owned network announced the launch of Screens Up, a unique mix of eye-popping Augmented Reality (AR) synced with TV moments and fun features including mini-games and AR stickers. The free companion app, which is now available in the App Store and via Google Play, immerses Nickelodeon fans in its IP through AR delivered to mobile devices.
“We’re constantly creating opportunities for fans of all ages to interact with our characters and content,” said Kim Rosenblum, EVP & Chief Creative Officer, Nickelodeon. “Screens Up is a great example and we plan to create more interactive moments for kids around our signature programming events.”
The app makes its debut as a robust synced second-screen experience during the “2018 Kids’ Choice Sports Awards” on Friday, July 20 at 8:00 pm (ET/PT).
In addition to the AR experience, viewers can play games, take polls, and vote on what happens in the show. After “Kids’ Choice Sports,” Screens Up will expand into an “engagement hub,” offering not only augmented experiences synced to TV moments, but also a place for other AR-fueled experiences.
The App stems from a cross-continent collaboration between Nickelodeon and four agencies/tech partners located in three countries: Monterosa, The Mill, eyecandylab, and We Are Royale. The app represents a commitment to AR technology by Nickelodeon, and continued innovation in engaging the audience and expanding IP.
Check out a preview of the new app here: