In the Social TV Summit final month, Facebook’s Andy Mitchell told the audience that he’s “pretty confident” the huge myspace and facebook often helps drive ranks. Since Twitter has a lot more than 800 million users that are active many networks have used a technique of developing show-specific pages to generate and nurture the communities around their programs. This can be additionally the situation for VH1’s ‘Tough adore, ’ a real possibility show about matchmaking and advice that is dating hosted by matchmaker and celeb-host Steven Ward.
Nigel Cox-Hagan, VH1’s Executive Vice President, Creative Group and Consumer advertising, provided us an in-depth meeting how they received over 45,000 brand new Facebook fans considering that the end of September by starting the “Ditch or Date” Twitter application to demonstrate fans that perhaps the worst times may have an ending that is happy. Through the software, developed along with their agency Attention, they crowd sourced over 10,000 ditch or date votes across 1,0000 tales from fans about their dates that are horrible.
Lost Remote: the thing that was your way of TV that is social ‘Tough Love’?
Nigel Cox-Hagan: Facebook, particularly over the past 2 yrs happens to be a extremely platform that is prominent our branding and every thing during the period of the final a long period. We’ve gone from the single approach, a single VH1 Facebook experience to a multi-faceted, multi-prong Facebook strategy. Every one of our major Franchises have actually their facebook that is own web page. Tough Lough, Top Twenty Countdown, our Music programs. We now have Facebook pages for the specific truth programs. That development could be the underpinning of exactly what led us to crate this application for Tough Lough.
LR: What had been the app to your strategy you created on Twitter?
NCH: we realize Tough prefer, from three or more rounds. We knew it possessed a fan base that is solid. We knew they really like the host, Steven Ward, the love guru, via their unique model of tough medication of offering love advice. Our strategy happens to be to produce Facebook pages, that focus on fans of particular shows, to enable them to get and share and engage within the experience of the show. We made a decision to produce an software that replicated a complete large amount of just what the viewers discovers attractive. Additionally, to offer the fans whatever they would want many, the opportunity to communicate with Steven.
In developing this software, we took one step straight straight back, looked over the thought of the date given that main procedure to getting tangled up in a relationship. We chose to concentrate on a date as one thing to share, as one thing to talk about, once the commonality on which we might use the application. We have all a tale to fairly share about a date that is disastrous. Everyone else loves to hear other individuals horror stories. Every Tough Love fan really wants to get advice through the master himself. Finding a method to bring the fans, the followers associated with show, extremely near as well as Steven using a Facebook dialogue and particular advice he will give to an especially chosen date.
LR: Who did you make use of to produce the application?
NCH: Attention. We’ve worked with them a true quantity of times. Extremely smart, very adaptable, really funny and now we constantly make an effort to have a little bit of humor included in the branding, advertising and efforts that are promotional. Really skillful.
LR: What sort of successes perhaps you have seen?
NCH: certainly one of our underlying goals, would be to grow the viewers for Tough Love. We’ve heard of fan base grow to 104,000 since I last examined. The period for the show has just covered up, they simply did the reunion. We’ve seen an amount that is tremendous of. 45,000 fans that are new we launched the application. We established the software on 23, 2011 september. We had over 10,000 Ditch or Date votes from the various tales and over 1,0000 stories. They weren’t one or three phrase stories, these were horror tales. Individuals devote great deal of the time describing whatever they went into. We felt there clearly was a complete great deal of comarordorie that the participants felt. This notion of a terrible date.
LR: just exactly How did you utilize television that is linear partnerships to market the application?
NCH: We had baked in to the leading show a call-to-action, telling watchers to fairly share their tales with Steven. We additionally did a complete lot off channel. We caused a complete great deal of lovers. Both electronic and conventional, including, Sheky’s girls particular date. We’d have Steven produce an appearance that is personal Shekys. Steven is situated in Philly and we’re situated in nyc therefore we’d activities at Shekys both in places. Steven came out, hung away and met their fans. Sheky’s promoted greatly through their very own e-mail, social news and internet site. We additionally partnered with Zagat for a custom Ditch or Date guide, through Zagat.com, their publication and media that are social.
As well as on-air promotions, we utilized images on our personal the internet sites and ads inside the MTV household. Our blog sites chatted about this, we’d a CRM email, that allows us to fully capture names and demo data across our Viacom household therefore we can target likely those who would be interested. We utilized our very own social networking earnestly, Twitter and Facebook.
There was clearly a Ditch or Date section showcased on Jimmy Fallon that people we re in a position to get with this very own press department, a portion on Elvis Duran’s early early morning show, that is syndicated in 41 areas. Buddy television, Monsters and experts, Betty Confidential, Pop Crunch, Celebuzz, Hollywood lifetime, and Social Vixen whom provided protection or linkage.
Dependent on just what the horror tale, we attempted to match the reward towards the tale. For instance, we offered one participant Dr. Dre Monster Beats headphones so she could block out of the sound from her date. It absolutely was a great window of opportunity for us to give one thing towards the group of followers, some sympathy and perhaps a reward.
LR: What can we expect money for hard times?
NCH: The show will likely be going to New Orleans and there’s a large amount of trouble to there be had. Facebook helps us maintain the life of this franchise going on if amor en linea the cycle that is linear over. Now we’ve founded community around Tough adore, that people can continue to nurture. We now haven’t gotten the killer concept yet when it comes to next promotion but we are going to certainly be utilizing Facebook in order to inform them if the show can come as well as what things to anticipate.