Gigaom

Did you think the Passbook on your iPhone (S AAPL) was just for movie tickets and airline boarding passes? Think again: Showtime is now using Apple’s mobile wallet, as well as Google (S GOOG) Wallet on Android phones, to market its new horror series Penny Dreadful. Showtime’s Penny Dreadful fan pass doesn’t come with a bar code or a loyalty code, and you won’t be able to get any rebates with it, but it automatically lets you know when new content for the show is available online. “It’s kind of like a mini app,” explained Ken Todd, Showtime’s VP of digital content syndication and mobile development, during an interview at the Cable Show in Los Angeles this week.

This is not really a loyalty code: Showtime is repurposinng Google Wallet and Apple Passbook coupons as mini apps for its newest show. This is not really a loyalty code: Showtime is repurposinng Google Wallet and Apple Passbook coupons as mini apps for its newest show.

The network is now thinking about taking the…

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