February 4, 2013, 10:57 AM

The ‘Sons of Anarchy’ app drives sales by making its own mobile commerce rules

The ‘Sons of Anarchy’ app drives sales by making its own mobile commerce rules.

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Driving fans of the "Sons of Anarchy" to buy show-related merchandise is one goal of the popular FX TV show's new app.

The show, which follows the lives of an outlaw motorcycle club, launched an app in December that enables consumers to purchase gear they see on screen while watching the show. They can also take such other actions as sending a tweet or posting on Facebook, accessing new content as the season progresses, and viewing alternate scenes and mini-episodes. Consumers can also watch full episodes, read character bios, view storyboards, check out trivia questions from the upcoming board game and read facts about the series.

The app uses the gyroscope functionality in Apple Inc.'s iPhone and iPad or devices using Google Inc.'s Android operating system to enable consumers to tilt their devices and get a virtual tour of the Sons of Anarchy clubhouse.

The app was built by Magic Ruby, a technology company that builds entertainment apps, and enables fans to watch episodes by syncing their smartphones or tablets with the show when it airs on TV or with the season four Blu-ray disc. Delivery Agent Inc. provides the shopping feature as part of its new technology that enables commerce to be added to mobile, social and web applications tied to television.

Magic Ruby works with such entertainment companies as Fox Home Entertainment and film studio The Weinstein Company. Delivery Agent's clients include CBS, NBC Universal, HBO and Showtime.

katie@verticalwebmedia.com

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