January 3, 2013, 9:20 AM

The Sons of Anarchy app makes its own mobile commerce rules

The app syncs mobile devices with episodes playing on TV and sells merchandise.

Lead Photo

Sons of Anarchy fans now need only a smartphone to show their love for the popular TV show. The show, which airs on the cable channel FX and follows the lives of an outlaw motorcycle club, has launched a mobile app enabling followers to watch the show from a mobile device and purchase show-related merchandise.

Consumers can use the app to purchase gear they see on screen while watching the show and to take other actions such as send a tweet or post on Facebook, access new content as the season progresses, and access alternate scenes and mini-episodes. Consumers also can read character bios, view storyboards, check out trivia questions from the upcoming board game and read facts about the series.

The app also 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 4 Blu-ray Disc. Fans also can shop for merchandise they see on screen. Delivery Agent Inc. is providing the commerce technology as part of its new offering 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.

This summer, Delivery Agent worked with the History Channel to enable shoppers to bid via an online auction on items featured on the TV show “Picked Off,” a series that follows antique dealers as they search for items that will earn high appraisals. The winner receives a $10,000 prize. “Picked Off” viewers use their remotes to click a History icon on the TV screen. A shopping window then appears on the right side of the screen. On-air prompts during the show remind consumers of the auction. Additionally, consumers who subscribe to Verizon FiOS—a package offered by the telecommunications provider that includes high-speed Internet, TV and phone service—can use their remote controls to purchase replicas of collectables shown on the program. Items featured include rare and pricey football jerseys and antique jewelry.

That television shopping integration uses Delivery Agent’s tool called TV Wallet. Consumers can register credit and debit cards and PayPal information with the service, and then sign in by entering their phone numbers and PINs to shop with their remote controls.

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