Better Call A Second Screen

Smoke 'em if you got 'em

The other night, I settled down to watch one of my favorite shows, AMC's "Better Call Saul", the spin-off to "Breaking Bad" that stars veteran comic genius Bob Odenkirk in a dramatic role. This column is only tangentially about that, though. I did something fairly rare for me; I watched it live. And in so doing, got the note for the "second screen experience", in which you can go to a web site and get additional points and trivia while the show plays out. So I did.

The content is fairly low-level, and doesn't really add that much to your enjoyment of the show. But what is being offered is a reason, however thin, to continue to separate yourself as a viewer, from the less lucrative on demand or subsequent streaming service, along with a greater share of voice for the show's lead advertiser. (Acura, and it says something fairly impressive that I remembered that, right?)

Now, the BCS crew is clearly making all of this "extra" content for later DVD release, so dishing out the additional behind-the-scenes filler doesn't seem to be causing them any undue strain. From an advertising standpoint, maybe it spikes the live ratings a bit, or helps to retain the audience a little more in subsequent episodes. On a personal level, I can't say it's going to work on me, because my professional basketball jones is strong, and a live game will always trump a canned drama. But I digress.

The point is that by using the now ubiquitous technology, the live show is made slightly more DVR-proof, and greater branding awareness of the network and advertisers is generated. If it works, and that's easily determined through live site traffic, we'll see more of it, on more shows. Maybe it will make the difference between what kind of shows are given the green light, and which ones are renewed or canceled. It's not just using tech to go beyond the traditional screen. It's using tech to fundamentally alter the business.

Which, of course, opens up all kinds of interesting marketing and advertising plays in the here and now, and much more so later, if the site ever becomes more interesting than the channel. Maybe more content unlocks on desired activity, like viewing longer ads. Perhaps you could get the season ad-free with, say, the acceptance of a test drive. Or the site uses retargeting tech to re-engage the viewer on show night. I'm pretty sure I'd notice, and probably even click on, banners for Saul Goodman. After all, I work in online marketing and advertising. I might need his services someday. (This is where people who are familiar with the show are, with any luck, chuckling darkly.

Now, something that has absolutely nothing to do with marketing, or advertising, but seemed to me absolutely fascinating.

After the show was over, AMC broadcast a talk show with Odenkirk and Rhea Seehorn, who plays Odenkirk's love interest on the show. After a complimentary question about the chemistry that she and Odenkirk displayed, where the couple just feel like they've been together for years and years, Seehorn talked about an incident in which she tailed her co-star for hours, early in their working relationship, when Odenkirk was under the weather and unable to speak. Rather than fill the time with her own voice, Seehorn matched Odenkirk's silence.

You'd expect that to be awkward, and I'm sure that on some level it was... but it also made both actors very aware of each other, and to get beyond the need to impress, entertain, amuse and look good. Because, well, not talking. So they just became very aware of their body language, quirks and non-verbal emotions, the way that, well, people who have been in a long relationship with each other get.

Which also led me to the following realization. Many of my hobbies and day to day life lend themselves to similar experiences. Poker games. Going to a game. Playing a round of golf. And so on. All of these skew a little more traditionally male, and all of them can be done without a great deal of chit chat. It makes me wonder if this is at play in career advancement, personal networking and the like. And whether it's just easier, for one group of people.

So if I'm quiet near you, in one of my consulting or office gigs?

Might just be a compliment.

And the start of a very long-term relationship...

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