Virgin Produced hits road with mobile app

Shingle launches second-screen experience with ACTV8.me to distribute entertainment

Already airborne with an inflight entertainment channel, Virgin Produced is taking its programming on the road through mobile devices.

Richard Branson’s production shingle has developed the “Virgin Produced Channel Catch” app, with ACTV8.me, that will distribute more shortform entertainment alongside the videos it already streams through its network on Virgin America flights.

Content partners on the channel include Vevo; Will Ferrell, Adam McKay, Chris Henchy and Judd Apatow’s Funny Or Die; Ben Stiller’s Red Hour Digital; will.i.am; and Seth Green and Matthew Senreich’s Stoopid Monkey Prods.

Meant to serve as a second-screen experience, the app will offer up entertainment content and a free city guide tailored to the destination city for every flight. But the app also is meant to reward users by letting them play for a chance to win prizes, travel tips, information and entertainment-based trivia content.

Free app was launched through Virgin America’s RED-branded entertainment system, via the Virgin Produced channel.

With more consumers turning to their mobile devices while watching TV, ACTV8.me saw Virgin as a way to take its second-screen technology out of the home. Company sees increased second-screen usage as a way to enable companies to boost mobile transactions at stores, airports and ATM machines.

“We are essentially expanding its function and capabilities to align with Virgin Produced’s exceptional entertainment offerings,” said Brian Shuster, CEO and founder of ACTV8.me.

Company is incorporating its proprietary technology, which does not rely on audio triggers to engage second-screen functionality.

“This opens up new verticals that just can’t be deployed by others in the second-screen world,” Shuster said.

Virgin Produced may not be first to the second-screen space but by using ACTV8.me’s technology, company CEO Jason Felts said the app will provide the shingle’s viewers and Virgin brand fans a new way to interact with the company globally 24 hours a day.

Company, behind films like “Limitless,” “Immortals” and the upcoming comedy “21 and Over,” out March 1 through Relativity Media, has been ramping up its production efforts as Virgin looks to offer more original programming across its businesses that include retail outlets, mobile, broadband, radio, health clubs, and soon hotels, reaching more than 60 million consumers.