Viggle revealed that it is bringing its TV loyalty program to The 54th Annual Grammy Awards during Sunday’s broadcast, with Microsoft’s Bing as the presenting sponsor.

Viewers who use Viggle to check into the awards show, which airs Feb. 12 at 8 p.m. ET/PT on CBS, can engage in real-time trivia, polls, and voting related to the award predictions and Grammy-nominated artists. In addition, Bing will be integrated into the experience to help viewers find further information about the artists and event that they’re watching.

Bing will be funding bonus points for Viggle Live participants, and will also be integrated into the Viggle Live experience to aid users in finding information related to the awards show. Microsoft simultaneously will be starting a new ad campaign for Bing that features Wiz Khalifa, who has been nominated for two Grammys, showing how he uses Bing in his creative process and for generally getting things done.

“As we continue our marketing campaign centered around ‘Bing is for Doing,’ we are excited to partner with Viggle as a way to extend the Grammy Awards viewing experience on this innovative app that helps people engage directly with the shows they love,” said Aaron Lilly, senior marcom architect for Bing.

Viggle reports that its app has been downloaded about 140,000 times since its Jan. 25 launch, and that the people it considers active users check into an average of five TV shows every day. It also said users average 70 minutes per session each time they engage with the app.

“TV fans love the real rewards Viggle offers them just for checking into their favorite shows,” said Chris Stephenson, president of Function(x). “Our network and brand partners are also beginning to see how Viggle can enhance the relationships they enjoy with their audiences.”

Viggle is available as free app for iOS devices, although it has plans to release an Android version. Viggle automatically identifies what television shows its users are watching and awards them when they check in with points that can be redeemed in Viggle’s catalog of movie tickets, music, gift cards and other items.

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