Forbes recently ran an article that called smartphones "disruptive" for television viewers. Smartphones interfere with a user's television experience. As the article pointed out, this is just silly.
Vancouver-based Invoke Media, maker of the popular social media dashboard HootSuite, has an app that transforms disruptive smartphones into supplementary gadgets, designed to enhance television viewing. At least when it comes to food.
Canada's Food Network and Paperny Films integrated mobile strategy into their television series, Eat St. The show launched simultaneously with Invoke's iPhone app of the same name.
What does the app do? It offers location-based links to the vendors featured on the show, among other things, richening viewer's interaction with their television. The deeper experience draws more app users to their television sets and more television viewers to their iPhone app. It's simple, but it's genius.
In fact, Apple gave the app props by featuring it in a full-page ad in the world's most respected newspaper, The New York Times.
Eat St. (the app) was already successful in early May after an April launch, but now it's hit the big time. As it deserves to. It won't be long before these types of apps become commonplace, and Invoke Media will go down as a pioneer of the concept.