Best Social Media Campaign for Television

Archived from the 4th Annual Shorty Industry Awards

Winners

Psych HashTag Killer

Produced by: USA Network

PSYCH’S HASHTAG KILLER Launched this past fall in anticipation of the season premiere of Psych, HashTag Killer (HTK) is a suspenseful murder mystery social game. The thrilling “whodunit” experience tooks fans of the show through an engaging Psych storyline specifically created for this experience, allowing them to send and receive messages directly with Shawn and Gus (series stars James Roday and Dulé Hill), in an effort to solve the case. It led up to the highly anticipated return and season premiere of Psych on October 12. Hashtag Killer was created in conjunction with the writers of the show and executive producers Chris Henze, Kelly Kulchak and Steve Franks. Through the company’s integration with Facebook’s Open Graph technology, fans could connect the game with their Facebook world, pulling friends in and even possibly becoming HTK victims themselves. The seven-week game unfolded online at www.hashtagkiller.com and USANetwork.com. Every week, the fans were immersed in real time communication through messages on Facebook, picture messages, audio feeds, and high-production video shot with the cast specifically for the game and made to look like the actual show. Through interactive crime scenes fans used their investigative skills to notice out of place items, titillating crime scene clues and critical leads that could all prove invaluable to catch the mysterious killer. As they investigated crime scenes and unlock bonus games, real “Psych-O’s” (Psych fans/enthusiasts) could earn points to climb up the Club Psych leader board making them eligible to be one of the #HashtagKiller’s victims. Each week provided new puzzles, more difficult challenges and ultimately claimed a new victim, allowing fans to rack up reward points as they went. Players could join the game at any point and even continue to play if they found themselves becoming one of the unfortunate victims. It was a big success in terms of numbers, but also with our fans as they loved playing the game and interacting with the show characters. These numbers span from the launch of HashTag Killer on September 28 through December 14, with the exception of last engagement statistic, which is for the duration of the seven weeks. 354,104 unique visitors (17% of existing fans) 455k Facebook shares with 59M friends 361k Twitter shares to 19M followers (est.) 60% of users have returned 4+ times 18M total min spent in-story (14.2 min/visit) 15% of users engaged daily over the 7 weeks While Psych #hashtagkiller created buzz online, fans joined USA’s Character Chatter at http://characterchatter.usanetwork.com or on Facebook to share their latest clues and swap their predictions as to where Shawn and Gus will catch the #hashtagkiller. The online portal funneled live feeds from all social communication portals, including Twitter, Facebook and YouTube, and pulls in video and picture feeds in-stream, allowing fans to watch a video posted to YouTube directly from the chat stream. Conversations on Character Chatter were accessible on all platforms, including smartphones and tablets. Club Psych rewarded loyal Psych fans, more than 100,000 registered users to-date, who regularly watch videos, play games, take quizzes, check into the site via GetGlue, and share content on social networking sites with points that can be used towards the purchase of virtual goods and Psych merchandise. Fans could also track their progress and see how they compared with other Club Psych members through a virtual leaderboard. The innovative HashtagKiller social experience was built using the scripted social networking platform from SocialSamba (http://www.socialsamba.com), the leader when it comes to bringing characters into the social fabric. USA also teamed with Glow Interactive to develop the interactive crime scenes.

Finalists

#SheenRoast Social Media Campaign

Produced by: Viacom (Comedy Central)

The #SheenRoast Dashboard was Comedy Central's home base for Roast content, which was comprised of a number of different social and interactive components. The "Hot on Twitter" interactive social tracker exposed the night's best tweets, along with updates from fans and talent from the dais. "Share the Burn" helped provide users with hot Roast videos to share socially, immediately after they were seen on the show. Throughout the show, the #SheenRoast hashtag, was displayed on the screen. As each member of the dais took the podium, their Twitter handle was displayed on screen, and throughout the telecast all nine members of the dais were trending topics on Twitter. Comedy Central worked closely with Charlie Sheen and all of the dais talent to make sure they were tweeting during the pre-show and throughout telecast premiere, interacting with the @ComedyCentral account, fans and other members of the dais.The social campaign for the Comedy Central Roast of Charlie Sheen was comprised of a number of components that worked together to help the show pull in 6.4 million total viewers, an 8.7 rating in males 18-24, plus Comedy Central's #1 highest-rated Roast ever and the most watched telecast in network history among P18-49. The integration of the digital elements into the show's production and marketing was instantly apparent: the hashtag #SheenRoast was part of the show's logo as well as an alternate title for the event itself. #SheenRoast appeared on all marketing materials, press releases, tickets to the event and as a part of the step-and-repeat behind the show’s red carpet. The hashtag integration on the network began the day of its announcement, when Comedy Central displayed #SheenRoast on the screen over the next 24 hours of programming. The night of the Roast’s broadcast, the #SheenRoast Dashboard was Comedy Central's home base for Roast content, which was comprised of a number of different social and interactive components. The "Hot on Twitter" interactive social tracker exposed the night's best tweets, along with updates from fans and talent from the dais. "Share the Burn" helped provide users with hot Roast videos immediately after they were seen on the show, and from there, users were encouraged to share them with friends via Facebook and Twitter. Throughout the show, the #SheenRoast hashtag, which was a sponsored topic on Twitter, was displayed on the screen. As each member of the dais took the podium, their Twitter handle was displayed on screen, and throughout the telecast all nine members of the dais were trending topics on Twitter. Comedy Central worked closely with Charlie Sheen and all of the dais talent to make sure they were tweeting during the pre-show and throughout telecast premiere, interacting with the @ComedyCentral account, fans and other members of the dais. In addition to his heavy social interaction, Charlie Sheen rebranded his Twitter, Facebook and YouTube profiles for the Roast, all of which included heavy presence of the #SheenRoast hashtag. The end results of this campaign included #SheenRoast being #1 in all of TV for Social Activity with over 450,000 mentions, plus the Comedy Central website had its largest ever audience on the day of a Roast. There were 249,000 tweets surrounding the Roast on Monday, September 19, and 178,000 mentions of the hashtag #SheenRoast.

@CharlieSheen

Produced by: Bob Maron

Charlie Sheen was the fastest to one million followers. The highest paid for a single tweet. He invented the second most popular #hashtag (after #Egypt). @CharlieSheen was inescapable - a brand that permeated into every crease of the twittersphere and into every media outlet in the world. His foray into all things digital took the most public media meltdown in years - celebrated it - then reinvented him as degenerate megalomaniac into a personality that is currently aligned with Fiat, DirecTV, Hanes and other brands - not to mention an actor months away from a new 100 episode TV show on FX. Bob Maron, with zero experience as a Social Media Manager, shattered previous records and introduced #Tigerblood and #Winning into the international vernacular. He climbed @CharlieSheen to 7 million followers, consistently keeping Sheen relevant in the media. Charlie and Bob #won the internet in 2011. Social media reshaped Charlie Sheen in 2011, and @CharlieSheen redefined what can be accomplished through social media: - Fastest to one million followers ever. - Highest paid for a single tweet. - The second most popular #hashtag (after #Egypt). With a definitive initial tweet, Charlie burst onto the digital scene at the height of his public mania. @CharlieSheen's followers got a front row view into the psyche behind the man with #tigerblood and Adonis DNA. This online presence adapted its message to fit his personal needs and grew an active fan base, in which he interacted directly and shifted his demeanor into a "walk of tame" that at year's end had Sheen vacationing with family and gearing up for a new hit TV show. Tweets hyping his Comedy Central Roast led to the network's highest rated show ever, which was also the highest rated single TV show ever in Canada. Against his old #1 show and Twitter maven @aplusk, @CharlieSheen came out on top online. Ashton may have had 3 million+ more followers, but Charlie's tweets were viewed at a 2:1 pace. Megabrands such as Target and McDonalds touted stocking "Tigerblood" in their aisles and McWinning Value Meals -- his coined phrases were an international phenomenon, more heavily incorporated online than anything else in pop culture. Bob Maron, as social media manager, brought multiple #winning hashtags to grow the brand of Team Sheen. From friend and watch dealer to the most-influential one-man band of a manager, Maron took Charlie's potential rock stardom as an online personality and leveraged it in a way that resurrected a floundering career and led to a new major sitcom. His tact in launching the Twitter account set the tone for what was to come: crafting the initial tweet, assembling the right players, patiently waiting and growing anticipation - it's no miracle that @CharlieSheen broke one million followers in a day. Maron's premeditation and gut has continued to be essential to Charlie's publicity and perception in the media.

Current Entries

Bag of Bones: Social Media Campaign

Produced by: A&E Television Networks

Bag of Bones is A&E’s two part, four-hour mini series based on Stephen King’s 1998 award-winning novel. The story follows a distraught, recently widowed novelist named Mike Noonan to his secluded lake house where he battles his writer’s block, disturbing nightmares and terrifying visions. Ghosts that live in the house soon begin leaving clues for Mike that uncover a mystery that has been unfolding in the town ever since the 1930s. The show’s primary target audience is ages 43 to 57 with a female skew, an overall median age of 40. To drive tune-in to the premiere night of the two-part original miniseries and make Bag of Bones a “must see” TV event, A&E created a multi-tiered social media campaign. The goals of the campaign were to differentiate the miniseries from everything else in the cluttered cable landscape by underscoring the premium nature of series and to highlight the Stephen King and Pierce Bronson names wherever possible The campaign drew heavily on the powerful Bag of Bones “BEWARE THE LAKE” key art: beautiful photography that conveys a sense of suspense, eeriness and surprise. These photos were featured prominently on the A&E homepage and appeared on various “Bag of Bones” social networking accounts, notably the Facebook fan page, GetGlue and Klout. Talent was also activated on Twitter, via live tweeting during the two-night event (@AnikaNoniRose & @annabethgish). The Bag of Bones Facebook page acted as a hub for everything relating to the show, giving fans excited about the show a place to congregate. Content was focused on tune in info, clip spots, behind the scenes content, photography from set, cast interviews, Dark Score Stories site links. When the miniseries aired on A&E, GetGlue Integration allowed fans to unlock limited edition stickers upon “checking in” to the show on GetGlue.com. A&E also produced a narrative around the events within the miniseries to develop early engagement. Within the narrative was a hidden puzzle game for the series in which viewers could search for clues and hidden messages and go on online scavenger hunts in pursuit of short creepy video clips. Unlocking a puzzle enable participants to earn a Get Glue sticker. The network used these games to garner buzz for the miniseries on larger, well-known websites across the blogosphere. By using Klout, a company that provides social media analytics to measure individual user's influence across their social networks, A&E identified and rewarded its most influential fans. Tiered packages included digital animated assets, a physical copy of the Bag of Bones novel re-release, a Dark Score Stories coffee table book, digital photos & access to the LA premiere event. A newsletter, with details about the premiere for “Bag of Bones” was digitally sent out to 120k subscribers. Results: -The Facebook fan page had 34,428 likes as of 12/15/2011. -Press pick up was quite strong, with the Dark Score stories featured on entertainment and horror websites, blogs and trade publications. Some of these include: PerezHilton.com, EW.com, IMDB.com, Fearnet.com, StephenKing.com and MediaBistro.com. -According to Entertainment Weekly, the mini-series performed quite well pulling in 3.4 million viewers the night of premiere & ranking as the most watched program on cable that night. Part 2 showed strong retention, delivering another 3 M viewers. It’s the best-performing miniseries since A&E’s own Andromedia Strain.

Beyond Scared Straight: Social Media Campaign

Produced by: A&E Television Networks

A descendant of Emmy and Academy Award Winning documentary SCARED STRAIGHT!, BEYOND SCARED STRAIGHT (BSS) profiles an innovative approach to keeping today's teens from becoming tomorrow's prisoners. With little budget to support the show through more traditional advertising, we utilized social media and targeted blogs to help launch BSS through word of mouth and buzz. Given the show’s powerful content and cultural pedigree, the strategy was to draw in viewers through: • Playing with the iconic name to create buzz and curiosity around the title • Using longer-form content to promote sampling and sharing as a means of capturing new viewers Tactically, the major areas of focus for the marketing campaign were Social Media, ePR and Digital placements. Considering target behavior, we used Twitter to catalyze organic buzz. Pairing promoted tweets and content-driven ePR, we pushed out new content (:30 promo and 2:00 sneak peek) to kick off the campaign, allowing us to gauge user engagement around various subject matter. Premiere-day strategy focused on using memorable quotes (through a paid Promoted Trend) which would leave a lasting impact on viewers. For ePR, we tapped hundreds of bloggers and armed them with assets (a 2-minute preview and a special “secret URL” featuring exclusive links to a 30-minute preview) to help them organically promote the show. Our digital efforts focused on video pre-roll, targeting HULU and Huffington Post. Partnering with Vanity Fair, we exposed their reader panel of 6,000 to view the first 30 minutes of show. We also sent screeners to 100 VIPs with a 30-minute episode preview. Beyond Scared Straight garnered 3.7 million total viewers on January 13, becoming A&E’s most-watched original series premiere of all-time [only the debut of The Sopranos did better]. Among A18-49 and A25-54, Beyond Scared Straight opened to our best debut ever.

@CharlieSheen

Produced by: Bob Maron

Charlie Sheen was the fastest to one million followers. The highest paid for a single tweet. He invented the second most popular #hashtag (after #Egypt). @CharlieSheen was inescapable - a brand that permeated into every crease of the twittersphere and into every media outlet in the world. His foray into all things digital took the most public media meltdown in years - celebrated it - then reinvented him as degenerate megalomaniac into a personality that is currently aligned with Fiat, DirecTV, Hanes and other brands - not to mention an actor months away from a new 100 episode TV show on FX. Bob Maron, with zero experience as a Social Media Manager, shattered previous records and introduced #Tigerblood and #Winning into the international vernacular. He climbed @CharlieSheen to 7 million followers, consistently keeping Sheen relevant in the media. Charlie and Bob #won the internet in 2011. Social media reshaped Charlie Sheen in 2011, and @CharlieSheen redefined what can be accomplished through social media: - Fastest to one million followers ever. - Highest paid for a single tweet. - The second most popular #hashtag (after #Egypt). With a definitive initial tweet, Charlie burst onto the digital scene at the height of his public mania. @CharlieSheen's followers got a front row view into the psyche behind the man with #tigerblood and Adonis DNA. This online presence adapted its message to fit his personal needs and grew an active fan base, in which he interacted directly and shifted his demeanor into a "walk of tame" that at year's end had Sheen vacationing with family and gearing up for a new hit TV show. Tweets hyping his Comedy Central Roast led to the network's highest rated show ever, which was also the highest rated single TV show ever in Canada. Against his old #1 show and Twitter maven @aplusk, @CharlieSheen came out on top online. Ashton may have had 3 million+ more followers, but Charlie's tweets were viewed at a 2:1 pace. Megabrands such as Target and McDonalds touted stocking "Tigerblood" in their aisles and McWinning Value Meals -- his coined phrases were an international phenomenon, more heavily incorporated online than anything else in pop culture. Bob Maron, as social media manager, brought multiple #winning hashtags to grow the brand of Team Sheen. From friend and watch dealer to the most-influential one-man band of a manager, Maron took Charlie's potential rock stardom as an online personality and leveraged it in a way that resurrected a floundering career and led to a new major sitcom. His tact in launching the Twitter account set the tone for what was to come: crafting the initial tweet, assembling the right players, patiently waiting and growing anticipation - it's no miracle that @CharlieSheen broke one million followers in a day. Maron's premeditation and gut has continued to be essential to Charlie's publicity and perception in the media.

Bravo Top Chef Just Desserts: Surprise & Delight

Produced by: 360i

Bravo Top Chef Just Desserts: Surprise & Delight Goals & Objectives of Campaign/Initiative: BRAVO is a known market leader in the social entertainment space – reaching its passionate audience of digital early adopters through innovative programs that connect viewers with original programming and drive true BRAVO brand loyalty. Following a successful debut season of Top Chef Just Desserts, BRAVO wanted to get fans excited for season 2 and drive tune-in for the premiere episode on Aug. 24, 2011. The key objective was to generate premiere awareness in a way that resonated with the network’s uniquely socially-savvy audience of digital natives. The established success metrics were buzz volume, community growth (Facebook & Twitter) and tune-in. Time Period of Campaign/Initiative: Top Chef Just Desserts premiered on Aug. 24, 2011, with promotions beginning on Aug. 17, one week before the debut episode. Target Audience: The target audience for this campaign was BRAVO’s key “affluencer” target -- comprised of educated & influential digital early adopters -- as well as foodie fans and dessert lovers. BRAVO also wanted to reignite interest among Top Chef fans from previous seasons and generate buzz among people new to the Top Chef franchise. Research: Through research, BRAVO has found that its viewers are uniquely digitally savvy and apt to interact via mobile and social channels. In fact, more than 75% of BRAVO viewers own smartphones (compared to 33% of the general population of US adults, according to the Pew Internet Project). This insight has informed much of the network’s overall marketing strategy, which grants viewers the ability to connect with their favorite original programming and Bravolebrities at virtually any time and any place. Accordingly, BRAVO and 360i’s approach to promoting Top Chef Just Desserts Season 2 focused on engaging a group of social media power users eager for new ways to connect with the brand. Strategy/Execution: Our approach was to invite people to celebrate the sweet things in life with BRAVO and Top Chef Just Desserts through a “Surprise & Delight” campaign based on reaching our fans in fun and unexpected ways. We wanted to raise awareness without simply broadcasting tune-in information to our fans and followers. Instead, we inspired our passionate community to join in the conversation themselves. By evolving people from potential viewers to fans, we sought to build brand affinity that would outlast the premiere episode and live on throughout the entire season. We used social media as a means to create an emotional connection with people, weaving in brand messaging throughout and building buzz leading up to the premiere. The campaign employed a variety of tactics in the social space to surprise and delight potential viewers. We captured attention and built excitement by providing people with unexpected, delicious content across the Web, enabling our fans to experience the tasty, fun side of the show themselves. 1. Mysterious Display Ads & Free Desserts for a Month In one execution, consumers encountered an unbranded dessert graphic on a strategically selected websites, such as Grub Street/MenuPages, or Food Buzz. Upon clicking the ad, a user was redirected to the BRAVO Facebook page, where s/he had the opportunity to win free desserts for a month, watch a preview clip and learn more about the show. Fans were eligible to win free desserts by officially entering the sweeps on the Top Chef Just Desserts Facebook page. 2. Twitter Delights & Sweepstakes BRAVO mined Twitter conversations and proactively rewarded people discussing the sweetest moments in their lives and their favorite desserts. Bravo tweeted four questions a day pertaining to desserts (e.g. “Brownie or Blondie?” and “Are cupcakes over?”) and asked users to answer with the #justdesserts hashtag. Followers who participated were, for the most part, unaware that they are actually entering a sweepstakes. Twenty users were selected every day to win iTunes credit, movie passes, cupcake kits, Top Chef cookbooks, and a variety of other prizes. 3. Celebrating with Digital Influencers For special occasion surprises, 360i’s Digital Word of Mouth (DWOM®) team compiled a master list of influencers and did some digging to uncover any life events that called for celebration. These milestones ranged from adopting a new pet, to getting a promotion, and even just taking a vacation. We sent unexpected giveaways, like cupcakes from Baked by Melissa, to their day job offices for them to share the sweets with their friends and colleagues. This activity was targeted more toward bloggers and influencers in the pop culture/entertainment space. A second group of giveaways aimed to earn some lasting awareness and affinity with the food and baking bloggers. By sending them higher value giveaways including Top Chef University memberships and KitchenAid Stand Mixers, we not only gave them a reason to turn their TVs on to Top Chef Just Desserts and see where the gift is coming from, but we also provided them with tools that would fuel their passion. Evaluation of Success/Results/ROI: This campaign was widely successful in building buzz, enhancing fan loyalty in social spaces and driving tune-in. In just ONE WEEK, our campaign achieved the following results: Twitter: • More than 3,500 - tweets sent @BravoTopChef with more than 8 million second-degree impressions from mentions and re-tweets • Over the course of the 10-week season, @BravoTopChef gained 12,000 new followers • 3,500 – # of times people used the #justdesserts hashtag in one week Facebook: • 18,000 - # of new people who joined the Top Chef Just Desserts community over the course of the 2-week campaign • More than 3,000 - # of sweeps entries via the Facebook tab (to win a month of free desserts from BRAVO); the tab itself saw 49,000 impressions Digital PR: • More than 10 million ¬- # of impressions secured by Digital Word of Mouth outreach, which included coverage on nearly 50 blogs • Tune-In: More than 1.1MM people tuned in for Season Two of Top Chef Just Desserts. Versus the prior four week time period average, Top Chef Just Desserts Season Two premiere was up +93% among P18-49, up +79% among P25-54, and up +83% among total viewers. Source: Nielsen, 08/24/11, Live+Same data.

The Glee Project Social Media Campaign

Produced by: NBC Universal/Oxygen Media

With a nearly 1.6 million follower total social universe at finale, Oxygen’s cross-platform social media campaign for “The Glee Project” truly captured the attention of our target audience of social media savvy young women with up-to-the-minute show and contender news, content, and the opportunity to engage with talent. The robust campaign included an official presence on Facebook, Twitter, YouTube, Tumblr and GetGlue, as well as weekly contender chats on OxygenLive, Oxygen’s proprietary real-time water cooler platform, and Bing Fan Favorite, a cross-platform fan favorite polling destination. In crafting the campaign, Oxygen made full use of the unique features of each of these platforms. For The Glee Project premiere, Oxygen partnered with Facebook to develop the first fully personalized live streaming application on the Facebook platform. Fans were able to RSVP to a one-hour live streaming video event and could chat and interact with all 12 contenders via a tab on our Facebook page. Fans could personalize the event by installing the application on their own Facebook pages and inviting only their friends, while still being able to access to the live stream and interact with talent. Throughout the season, fans were able to vote for their favorite contenders in a Fan Favorite poll application on the Facebook page as part of a cross-platform Bing sponsorship that included Oxygen.com and mobile. Stakes were high: the winning contender received a $10,000 prize and fans were rewarded with a special performance by the winner, and 40% of traffic to the promotion came from downstream referrals from fans using the social features on the page to share the experience with their Facebook and Twitter networks (source: Meteor). On Twitter, fans could follow live tweets from special events, as well as weekly OxygenLive contender chats. In fact, live tweeting activity during the finale helped push all four finalists' names into the Worldwide trending topics list! Throughout the series, fans were engaged with fun conversation igniting hashtags (i.e. #LastChancePerformanceSongIdPick, #MyBiggestDream, #ReasonsToLoveTheGleeProject) and opportunities to earn re-tweets, or to be recognized in a Follow Friday tweet. YouTube was used to increase intent to view “The Glee Project” among “Glee” fans. To leverage the viral capacity of this platform, Oxygen debuted “Firework”, the first music video from “The Glee Project”, on YouTube immediately after its World Premiere on the linear channel. In the three weeks prior to premiere, the “Firework” video logged over 575K streams. Throughout the season, fans were able to access bonus content from the contenders and weekly music video previews on the “The Glee Project” YouTube channel, garnering 6.4 million video streams through finale. With an eye towards innovation, “The Glee Project” became the first reality television show to establish an official presence on Tumblr. Fans who checked-in via a GetGlue widget on a dedicated Oxygen.com landing page were able to earn weekly stickers featuring each of the 12 contenders and got access to a weekly series of exclusive videos. Results: “The Glee Project” social universe, which includes official accounts for the show and its 12 contenders, recorded an incredible 909% increase in followers from premiere to finale, fed by the buzz generated from fans discovering the show. Each episode of the series ranked in the top five most mentioned programs amongst all cable television programs on Sunday nights on Trendrr.tv, with the season finale coming in at the #1 most mentioned show amongst all Cable and Broadcast programs (ahead of such hit series as “True Blood” and “Keeping Up With The Kardashians”), and over 700K social mentions being recorded throughout the series. (source: Trendrr) And with over 96K check-ins by season's end, “The Glee Project” became the #8 most checked-in to network or cable television show on GetGlue this summer. (source: GetGlue, Top 10 Most Check-In TV Shows: Summer 2011) In addition to winning over the hearts -- and status updates -- of our audience, the show’s suite of social initiatives helped woo premiere brand sponsors including Microsoft Bing, Verizon, Listerine and Neutrogena, all of whom included social elements in their sponsorship packages. During the nine week campaign, the Bing Fan Favorite poll generated nearly 4M votes. Online, “The Glee Project” was Oxygen.com’s most successful competition reality show site to date with 2.1M unique visitors for the season. Likewise, “The Glee Project” social media campaign contributed to increased awareness and multi-platform viewership. Since its premiere on 6/12/11, the series has posted impressive triple-digit growth with +172% in total viewers and +167% among W18-49. Additionally, “The Glee Project” has reached almost 39 million viewers on multiple platforms, including on-air, Oxygen.com, Hulu.com and VOD. (source: Nielsen Media Research, Omniture, Hulu Partner Portal, Rentrak)

#SheenRoast Social Media Campaign

Produced by: Viacom (Comedy Central)

The #SheenRoast Dashboard was Comedy Central's home base for Roast content, which was comprised of a number of different social and interactive components. The "Hot on Twitter" interactive social tracker exposed the night's best tweets, along with updates from fans and talent from the dais. "Share the Burn" helped provide users with hot Roast videos to share socially, immediately after they were seen on the show. Throughout the show, the #SheenRoast hashtag, was displayed on the screen. As each member of the dais took the podium, their Twitter handle was displayed on screen, and throughout the telecast all nine members of the dais were trending topics on Twitter. Comedy Central worked closely with Charlie Sheen and all of the dais talent to make sure they were tweeting during the pre-show and throughout telecast premiere, interacting with the @ComedyCentral account, fans and other members of the dais.The social campaign for the Comedy Central Roast of Charlie Sheen was comprised of a number of components that worked together to help the show pull in 6.4 million total viewers, an 8.7 rating in males 18-24, plus Comedy Central's #1 highest-rated Roast ever and the most watched telecast in network history among P18-49. The integration of the digital elements into the show's production and marketing was instantly apparent: the hashtag #SheenRoast was part of the show's logo as well as an alternate title for the event itself. #SheenRoast appeared on all marketing materials, press releases, tickets to the event and as a part of the step-and-repeat behind the show’s red carpet. The hashtag integration on the network began the day of its announcement, when Comedy Central displayed #SheenRoast on the screen over the next 24 hours of programming. The night of the Roast’s broadcast, the #SheenRoast Dashboard was Comedy Central's home base for Roast content, which was comprised of a number of different social and interactive components. The "Hot on Twitter" interactive social tracker exposed the night's best tweets, along with updates from fans and talent from the dais. "Share the Burn" helped provide users with hot Roast videos immediately after they were seen on the show, and from there, users were encouraged to share them with friends via Facebook and Twitter. Throughout the show, the #SheenRoast hashtag, which was a sponsored topic on Twitter, was displayed on the screen. As each member of the dais took the podium, their Twitter handle was displayed on screen, and throughout the telecast all nine members of the dais were trending topics on Twitter. Comedy Central worked closely with Charlie Sheen and all of the dais talent to make sure they were tweeting during the pre-show and throughout telecast premiere, interacting with the @ComedyCentral account, fans and other members of the dais. In addition to his heavy social interaction, Charlie Sheen rebranded his Twitter, Facebook and YouTube profiles for the Roast, all of which included heavy presence of the #SheenRoast hashtag. The end results of this campaign included #SheenRoast being #1 in all of TV for Social Activity with over 450,000 mentions, plus the Comedy Central website had its largest ever audience on the day of a Roast. There were 249,000 tweets surrounding the Roast on Monday, September 19, and 178,000 mentions of the hashtag #SheenRoast.

Nickelodeon's 'Kids' Choice Awards 2011'

Produced by: Nickelodeon

The 2011 Kids’ Choice Awards were about letting our audience’s voice be heard and allowing true interaction and participation. By creating an amazing voting experience on Facebook that gamified voting with Nickelodeon’s iconic SLIME, giving fans the chance to broadcast their images on our digital Times Square billboard, and more - we made experiences that were original, engaging and just plain cool. We drove a record-breaking 200 million votes, earned 15 worldwide trending topics on Twitter, and were mentioned once every 3 seconds across the social web on the day of the show.Here’s why the 2011 Kids’ Choice Awards deserve to win for Best Use of Facebook in a Campaign, Best Social Media Campaign for TV & Best Use of Gamification in a Social Media Campaign: In 2011, for the first time ever, Nick brought KCA voting to Facebook. Our fans were able to vote on different Nick pages and interact with the most amazing KCA feature of all - SLIME! Under the voting module was a slime meter that filled up after each vote was cast, and at the end of the voting experience, fans could actually use all of the slime they had collected to slime pictures of their Facebook friends and favorite websites. This app was the ultimate in gamification; rather than rewarding users with just points and badges, we gave them access to Nick’s signature slime and let them slime their friends. Photos could then be posted to their friends’ walls, driving more conversation around KCA and driving new users into the experience. In our first year taking KCA voting to Facebook we drove over 17 million votes! In the spirit of gaming, we partnered with teen-targeted virtual world Zwinky.com to create a 3-week long program where users were rewarded for sliming their virtual friends. We created a community-wide multiplayer game where user participation was rewarded with KCA branded virtual items, points and prizes. Our top scorers were recognized at a KCA virtual screening party for the entire Zwinky community. The experience drove over 4 million virtual slimings. But the experience didn’t end there – To give each of our fans their 15 seconds of fame, we created a Facebook app allowing fans to upload their photos to a digital billboard in the middle of Times Square. In the spirit of the KCAs, the photo was placed into a frame showing the user about to get slimed. When a user’s photo was on the billboard in Times Square, a camera across the street took a photo of the user getting slimed on the billboard, and then we posted the photo back to the user’s Facebook wall. The result was over 22,000 photos streamed on our digital billboard in Times Square! Streamed live on Facebook for the first time ever was the KCA Orange Carpet pre-show, allowing fans to comment and share the experience in real-time. In addition, a wi-fi enabled photo booth on the carpet captured candid photos of stars on their way to the show. The photos were then posted in real-time to Nick's social profiles, providing engaging alternate content to the more polished, glamourous orange carpet pre-show.

VH-1 Tough Love: Ditch or Date

Produced by: VH-1

On the VH1 reality series “Tough Love”, the show’s host Steve Ward attempts to help a group of eight single women finds "the one" by scrutinizing their nasty dating habits and submerging them into the dating pool. To promote the new season of “Tough Love”, drive viewers to the show and connect with fans in a new way, VH1 launched the Facebook application within its pre-existing “Tough Love” Facebook page called “Ditch or Date.” The app aims to "make people winners for dating losers," by allowing users to share their best and worst dating stories, and vote on whether another person should "Ditch" or "Date" their suitor. The main idea was that even the worst date can have a happy ending. Each week, VH1 chose 5-8 stories deserving of a “Happy Ending.” Depending on the horror story, VH1 tried to match it with a prize. For example, Dr. Dre Monster Beats headphones block out the noise from a bad date. Or Ugg slippers send the message: “no more cold feet. Just ask him out already!” Each week, Steve selected his favorite story and recorded a video response. Steve also commented on stories, generating a personal experience for the show’s fans and Facebook community. The grand winner was awarded a walk on role in the latest season of “Tough Love.” VH1 used a number of different platforms and strategic partnerships to promote the Ditch or Date app (and in turn, “Tough Love.) Within its own properties, VH1 used on-air promos and banner ads on VH1.com. VH1 also relied heavily on social media to promote Ditch or Date, namely on the “Tough Love” Twitter and Facebook accounts. Steve Ward used his own personal Twitter (@StevenBWard) and Facebook accounts. Outlets outside of social media helped to drive Ditch or Date awareness, traffic and entries. People were interested in their peers’ dating experiences and excited to read personal replies from a well-known and respected dating expert. Throughout the campaign, women and men posted 1,000 unique personal stories. It’s important to note that these weren’t just one or three sentence blurbs, either: they were full horror stories. And because approximately 10,000 voted, VH1 felt there was clearly camaraderie that the participants felt by sharing and reading these stories. Results from press totaled 10M from social media, 144M from news coverage, and 4.5M from VH1’s partnerships with Zagat and Shecky’s. The number of “Likes” on the show’s Facebook page increased from 59,000 to 104,000—a growth of 40% from the introduction of “Ditch or Date” to Facebook.

Project Runway Fan Favorite

Produced by: A+E Networks

Lifetime assigned each Project Runway designer a unique hashtag (e.g. #PR9Anya) and users were encouraged to vote via Twitter all season to declare their Fan Favorite, who would win $10,000. All contestants were eligible for the entire season and the hashtags were promoted via lower-thirds and interstitials and real-time results were revealed within each episode.This was a truly cross-platform effort and was driven to from on-air, social media channels and the website. - Leveraged Twitter to empower fans to select their favorite designer and award him/her a $10,000 prize. http://www.twitter.com/ProjectRunway - Producers Bunim-Murray integrated designer hashtag into show graphics displaying hashtag with every designer’s name. - Also supported with on-air snipe revealing who is in lead in every episode, and a call to vote snipe and spot in almost every episode. - Promoted via our Facebook account: http://www.facebook.com/ProjectRunway). Launch story: http://www.mashable.com/2011/07/26/twitter-fan-favorite/ The Fan Favorite campaign drove consistent social activity throughout the entire season, boosting Project Runway’s social profile according to the top 3 social media measurement companies. Key Success Metrics: - According to SocialGuide (http://www.socialguide.com), Project Runway: Season 9 was the most engaging TV series in the social media landscape, averaging 4.8 comments per unique user, more than the ratio for any other TV series during this timeframe (7/28-10/18). - According to Bluefin Labs (http://www.bluefinlabs.com), Project Runway: Season 9 social activity ranked in the top 3 of all Thursday night Primetime programs in Ad-Supported Cable (7/28-9/29). (NOTE: MTV’s Jersey Shore and A&E’s Beyond Scared Straight ranked first and second). o The season premiere on July 28 ranked #1 for the night in social TV, beating all cable and broadcasting programming. - According to Trendrr.TV (http://www.trendrr.tv), Project Runway: Season 9 generated over 1.3 million pieces of social activity. Interestingly, Trendrr noted that 66% of all activity occurs Friday-Wednesday, with 34% of conversation occurring on Thursday, the day each episode premieres. Also of note, 84% of Thursday activity comes via Twitter. - According to Klout (http://www.klout.com), Project Runway: Season 9 ranked #2 on the Top 10 Most Influential TV Shows (http://corp.klout.com/blog/2011/09/10-most-influential-tv-shows) and ranked #1 on the Klout Top 10 Fashion Week Designers (http://corp.klout.com/blog/2011/09/top-10-fashion-week-designers). - Live Tweeted from @ProjectRunway during EVERY East Coast premiere on Thursday night from 9-10:30p ET. Guests included Heidi Klum, Michael Kors, Nina Garcia, guest judges such as Zanna Roberts, Stacy Bendet, and Kenneth Cole, previous season designers, and notable Project Runway and fash

HBO: Game of Thrones - TV campaign

Produced by: HBO

In today’s digitally-enabled world, advanced word of mouth can make or break a TV show or film at the hands of a core fan base. The GAME OF THRONES series of books by George RR Martin had developed an extremely rabid fan base that was ready to either embrace and celebrate the adaptation or reject and destroy it. Furthermore, the general public response towards most fantasy projects such as Game of Thrones was that they were simply too geeky or cheesy to hold the interest of the average TV viewer. To respond to these challenges, HBO crafted a social media strategy to reach its objectives: • Turn the existing fan base into allies by instilling faith that HBO would be respectful of the source material. • Attract new fans by breaking the stereotypes of typical fantasy fare, reinforcing HBO’s take on the genre: dark, complex, and strictly for adults. HBO’s campaign rolled out in three phases. 1) Long Lead - win over existing fans: HBO began to win fans over nearly a year in advance of the premiere by launching the teaser simultaneously on HBO.com and HBO’s YouTube channel alongside the launch of the official website. Fans, wanting to share in the process of the adaptation, were given an open window into the series creation with the official production blog, Making Game of Thrones. The official Twitter profile @gameofthrones was launched in tandem to ensure fans that their voice was being heard. 2) Pre-premiere - engage & proselytize fan base: As the premiere approached, HBO launched official social media presences on Facebook and Youtube. Superfans began evangelizing the series, broadening the potential audience. Facilitating this, HBO launched The Maester’s Path, which featured a series of challenges (online and offline) related to the themes of the narrative. Fans also shared their picture taken on a replica of the Iron Throne itself in select cities. 3) Premiere and Beyond: Promotion redoubled at the premiere and continued throughout the rest of the season. As the show reached more viewers, HBO was there to engage them through social channels. As a final reward to fans, HBO launched The Battle for the Iron Throne Facebook game. Game of Thrones premiered to 2.2MM viewers and the series was immediately renewed for a second season.

Nickelodeon's 'The 90s Are All That' for Best Social Media Campaign for Television

Produced by: Nickelodeon

The ‘90s Are All That is a nighttime programming block on TeenNick featuring a rotating selection of iconic live-action and animated shows from Nick’s 1990s library. The block kicked off July 25, 2011, and airs Monday to Sunday from midnight to 2:00 a.m. The block was developed in response to overwhelming demand from fans of Nick’s groundbreaking original series from the 1990s. There’s a generation that grew up on Nick in the 90’s, and for the past few years Nickelodeon ‘90s fan groups have emerged asking to see the shows they grew up on. Now, there are people working at Nick who were part of that first generation that watched Nick. Since launch, the programming and additional content has continued to be driven by the fans through social media – fans actually vote on Facebook for the shows they’d like to see appear in the block. Entertainment Weekly calls it a “viewer-driven ratings powerhouse” and listed it as one of the industry's outstanding achievements of 2011.On the first night that Nick’s 1990s programming made its triumphant return to the airwaves, it transformed Twitter into its own personal (Pickles) playpen, claiming all 9 organic worldwide trending topics at one point, and a whopping 18 trending topics throughout the night. Pretty phat, right? And the microblogging love didn’t stop there. Since that night we’ve seen everything from show titles to new catchphrases (i.e. #WhatTheKel) make their mark as trending topics. While we’ve been lucky enough to watch our sleep-deprived fans gush in nostalgic euphoria over the programming, we couldn’t have sustained our momentum for this long without our own social activity. On our Twitter and Facebook pages, we’ve channeled fan passion into real on-air results. Our UPick stunts on Fridays and around holiday events put the line-up in our fans’ hands, giving them the rare opportunity to choose what ends up on TV with the click of a button or the simple stroke of a hashtag. Whether through influencing on-air programming or sampling a wide array of video content, we’re getting the fans the entertainment they’ve demanded wherever and however we can. We’re constantly gauging fan energy towards certain shows, always checking-in, asking what they want to see, and delivering results faster than you can say Rugrats. Beyond programming, we felt a strong desire to integrate the fans directly into the on-air experience. We use our favorite fan tweets as part of our on-air packaging, and we’ve helped channel that energy into collectively awesome social activity. By providing witty questions and hashtags each night on-air (i.e. #90sPickupLines) we engage our fans with our unique ‘grown up’ look at the shows that defined our childhoods. We’re tying the nostalgia to the latest trending topic on Twitter, socializing the ‘90s experience by asking our fans to connect the old with the new in fresh, fun ways. On Facebook, our daily mini-stunts like ‘Meme Monday,’ ‘Re-write Wednesday’ and ‘Vital Realizations’ get our fans thinking about and playing around with the beloved content in a way that only social media could make possible. Like Doug missing The Beets concert, but then having a surprise personal jam session with the band at the Honker Burger later that night, the ‘90s may have been away for some time, but now they’re back and better than ever in the social space.

Psych HashTag Killer

Produced by: USA Network

PSYCH’S HASHTAG KILLER Launched this past fall in anticipation of the season premiere of Psych, HashTag Killer (HTK) is a suspenseful murder mystery social game. The thrilling “whodunit” experience tooks fans of the show through an engaging Psych storyline specifically created for this experience, allowing them to send and receive messages directly with Shawn and Gus (series stars James Roday and Dulé Hill), in an effort to solve the case. It led up to the highly anticipated return and season premiere of Psych on October 12. Hashtag Killer was created in conjunction with the writers of the show and executive producers Chris Henze, Kelly Kulchak and Steve Franks. Through the company’s integration with Facebook’s Open Graph technology, fans could connect the game with their Facebook world, pulling friends in and even possibly becoming HTK victims themselves. The seven-week game unfolded online at www.hashtagkiller.com and USANetwork.com. Every week, the fans were immersed in real time communication through messages on Facebook, picture messages, audio feeds, and high-production video shot with the cast specifically for the game and made to look like the actual show. Through interactive crime scenes fans used their investigative skills to notice out of place items, titillating crime scene clues and critical leads that could all prove invaluable to catch the mysterious killer. As they investigated crime scenes and unlock bonus games, real “Psych-O’s” (Psych fans/enthusiasts) could earn points to climb up the Club Psych leader board making them eligible to be one of the #HashtagKiller’s victims. Each week provided new puzzles, more difficult challenges and ultimately claimed a new victim, allowing fans to rack up reward points as they went. Players could join the game at any point and even continue to play if they found themselves becoming one of the unfortunate victims. It was a big success in terms of numbers, but also with our fans as they loved playing the game and interacting with the show characters. These numbers span from the launch of HashTag Killer on September 28 through December 14, with the exception of last engagement statistic, which is for the duration of the seven weeks. 354,104 unique visitors (17% of existing fans) 455k Facebook shares with 59M friends 361k Twitter shares to 19M followers (est.) 60% of users have returned 4+ times 18M total min spent in-story (14.2 min/visit) 15% of users engaged daily over the 7 weeks While Psych #hashtagkiller created buzz online, fans joined USA’s Character Chatter at http://characterchatter.usanetwork.com or on Facebook to share their latest clues and swap their predictions as to where Shawn and Gus will catch the #hashtagkiller. The online portal funneled live feeds from all social communication portals, including Twitter, Facebook and YouTube, and pulls in video and picture feeds in-stream, allowing fans to watch a video posted to YouTube directly from the chat stream. Conversations on Character Chatter were accessible on all platforms, including smartphones and tablets. Club Psych rewarded loyal Psych fans, more than 100,000 registered users to-date, who regularly watch videos, play games, take quizzes, check into the site via GetGlue, and share content on social networking sites with points that can be used towards the purchase of virtual goods and Psych merchandise. Fans could also track their progress and see how they compared with other Club Psych members through a virtual leaderboard. The innovative HashtagKiller social experience was built using the scripted social networking platform from SocialSamba (http://www.socialsamba.com), the leader when it comes to bringing characters into the social fabric. USA also teamed with Glow Interactive to develop the interactive crime scenes.