Eason uses ShowPal for book campaign

Eason has become the latest company to advertise on ShowPal, the second-screen companion app that TV3 has developed in partnership with technology firm Axonista.

The book retailer is using ShowPal to drive users onto its ecommerce site during the all-important gift-buying season, hailing it as a way to add “an extra dimension” to its Christmas book campaign.

Click-to-buy prompts, triggered in real time by the content of TV3’s prime-time schedule, appear on the app’s interface, so that, for example, viewers of TV3’s Champions League matches might be offered a link to buy Alex Ferguson’s biography via Eason.com.

Full app 'takeover'
"In a new and unique way it allows us to connect our key products to their target audience at moments of peak interest and entertainment," says Alan Johnston, group marketing manager at Eason.

TV3 has also this week agreed a ShowPal advertising deal with the Powerscourt Hotel in Wicklow, which recently rebranded from Ritz Carlton.

Vodafone, meanwhile, is running a full app "takeover" until December 20th, and its brand will be highlighted whenever mobile-related calls-to-action are mentioned on screen, and

Littlewoods Ireland is the other major commercial presence on the app, on which it advertises as part of its multi-platform sponsorship of The X Factor.