Best Use of Social Media for Television

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6th Annual Shorty Industry Awards Finalist

PSYCH Slumber Party

Produced by:

360i

Date submitted:

Feb. 5, 2014

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Team members: Internal Team - Digital and Marketing

About this entry

On February 15, 2013 USA Network gave its fanatical fans – Psych-Os an old school slumber party utilizing new school technologies. For six hours in the wee morning, Psych fans were treated to seven back-to-back episodes, never before seen original content, the ability to chat with each other online through USA Network’s Character Chatter platform and a chance to win set visit trip. Basically, the network utilized social platforms to provide a new viewing and entertainment experience to its fans in a way that allowed them to engage and interact with the shows community and team.

The case for why this entry should win a Shorty

To celebrate the seventh season of its hit original show Psych with its 100th episode milestone, USA Network launched digital festivities to engage its Psych fanatics.
The network kicked off the campaign in advance of the premiere with the Psych Slumber Party, a social and linear event, created in partnership with the fans, which married old school TV fun with digital engagement. A couple of weeks later, the pajama get-together was followed by the epic Clue-inspired 100th episode in which fans voted for the ending of their choice. Underlying all of this activity was the launch of the USA Sync platform, ensuring fans could access their favorite USA Network content from their favorite apps or destinations.
From the beginning, USA pushed the envelope of the social TV experience.
The Psych Slumber Party mantra was: “Seven episodes. Six hours. No sleep.” Self-proclaimed Psych-Os voted for their favorite episodes to air during a six-hour program block and then settled down for a multiplatform, real-time social blowout with custom cast-hosted interstitials, content uploads, chatter and more giveaways than any program before.

Fans stayed up all night, interacted with each other through USA Network’s social watercooler USA Character Chatter and shared comments and pictures of their favorite Psych moments. Twitter and Facebook companion sites blew up with more than 172,000 mentions and a dozen trending hashtags ultimately creating a Twitter takeover – even landing some fans in Twitter jail for excessive use. The Psych Slumber Party performed above the prior four-week time period average by +24% in P18-49, +25% in P25-54, +41% in P18-34 and +24% in total viewers.

Additional Information

http://www.hollywoodreporter.com/live-feed/psych-slumber-party-marathon-413552

http://www.hollywoodreporter.com/live-feed/psych-slumber-party-421585

http://www.usatoday.com/story/popcandy/2013/02/15/psych-usa-slumber-party/1922373/

http://tvbythenumbers.zap2it.com/2013/02/22/usas-psych-slumber-party-raises-the-bar-on-new-social-engagement-and-supercharges-on-air-ratings/170608/

http://blog.360i.com/social-marketing/usa-networks-psych-slumber-party-smashes-social-tv-records

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