As expected, NBC Universal has launched an over-the-top video streaming service that rewards users for watching content.
Dubbed “WatchBack,” the marketing app targets mobile phone users with free access to new-release TV shows and related social media topics.
To stream content, users must register and generate a profile on the app. After watching entire episodes of NBC-related (i.e. NBC, Fandango, Bravo, E!, Access Hollywood, and CNBC, among others) content, users are automatically entered in a sweepstakes to win $100.
“The long-term goal of WatchBack is to make it just a little easier for consumers to try out new programs for the first time and create fans for us and our partners,” Andrew Hanna, VP of insights and strategy at NBC Universal The Hollywood Reporter.
The app mirrors Verizon’s short-lived go90 streaming app that attempted to meld younger mobile consumers with target original content. Go90 lasted less than three years, generated about $1 billion in losses for Verizon, and left a stain on former chairman/CEO Lowell McAdam’s legacy.