During the Social television Summit month that is last Facebook’s Andy Mitchell told the audience that he’s “pretty confident” the huge myspace and facebook will help drive reviews. Since Twitter has significantly more than 800 million active users, many networks have actually used a technique of fabricating show-specific pages to generate and nurture the communities around their shows. This might be additionally the outcome for VH1’s ‘Tough like, ’ a real possibility show about matchmaking and dating advice, 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 interview as to how they attained over 45,000 brand brand new Facebook fans considering that the end of September by introducing the “Ditch or Date” Facebook software to demonstrate fans that perhaps the worst times may have a pleased ending. Through the app, developed along with their agency Attention, they crowd sourced over 10,000 ditch or date votes across 1,0000 tales from fans about their horrible times.
Lost Remote: that which was your method of social television with ‘Tough Love’?
Nigel Cox-Hagan: Facebook, particularly over the last couple of years is becoming a rather platform that is prominent our branding and everything over the course of the final a long period. We’ve gone from the single approach, a single VH1 Facebook experience up 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 certain truth shows. That development may be the underpinning of just what led us to crate this application for Tough Lough.
LR: What ended up being your strategy with all the app you created on Twitter?
NCH: we all know Tough Love, from three or more rounds. We knew it had a solid group of fans. We knew they really like the host, Steven Ward, the love guru, via their unique make of tough medication of providing 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 connection with the show. We made a decision to produce an software that replicated a complete great deal of just just what the viewers discovers appealing. Additionally, to offer the fans whatever they would want the essential, the opportunity to interact with Steven.
In developing this application, we took one step right right back, viewed the thought of the date while the main apparatus of having associated with a relationship. We made a decision to give attention to a romantic date omgchat phone number as something to share, as something to fairly share, because the commonality upon which we’d make the application. Everyone has a tale to share with you about a disastrous date. Everyone else loves to hear other individuals horror stories. Every Tough Love fan desires to get advice through the master himself. Finding ways to bring the fans, the followers of this show, very near as well as Steven with a Facebook dialogue and advice that is specific will give up to a specially chosen date.
LR: Who do you make use of to produce the application?
NCH: Attention. We’ve worked using them a true quantity of that time period. Really smart, extremely adaptable, really funny and now we constantly you will need to have a little bit of humor included in the branding, advertising and efforts that are promotional. Very skillful.
LR: What sort of successes maybe you have seen?
NCH: certainly one of our goals that are underlying would be to grow the viewers for Tough Love. We’ve seen the fan base grow to 104,000 since we last examined. The period regarding the show has just covered up, they simply did the reunion. We’ve seen a significant level of development. 45,000 fans that are new we launched the software. We established the software on September 23, 2011. We had over 10,000 Ditch or Date votes in the stories that are different over 1,0000 tales. They weren’t one or three phrase tales, these were tales that are horror. People place in great deal of time describing whatever they went into. We felt there was clearly a complete great deal of comarordorie that the individuals felt. This notion of the terrible date.
LR: just exactly How do you make use of linear tv and partnerships to advertise the application?
NCH: we’d baked in to the show that is premier call-to-action, telling audiences to talk about their stories with Steven. We additionally did a complete great deal off channel. We caused large amount of lovers. Both electronic and conventional, including, Sheky’s girls night out. We’d have Steven produce an appearance that is personal Shekys. Steven is situated in Philly and we’re situated in ny so we had activities at Shekys both in places. Steven came out, hung away and met their fans. Sheky’s promoted greatly through their email that is own news and 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 layouts on our personal the web sites and ads inside the MTV family members. Our blog sites talked about this, we’d a CRM e-mail, allowing us to fully capture names and demo information across our Viacom family therefore we can target most likely those who would be interested. We used our personal social networking earnestly, Twitter and Facebook.
There was clearly a Ditch or Date segment showcased on Jimmy Fallon that people we re in a position to get with this very own press division, a section on Elvis Duran’s early morning show, which can be syndicated in 41 areas. Buddy television, Monsters and experts, Betty Confidential, Pop Crunch, Celebuzz, Hollywood lifetime, and Social Vixen whom offered protection or linkage.
According to exactly exactly what the horror story, we tried to match the award towards the tale. For instance, we provided one participant Dr. Dre Monster Beats headphones so she could block out of the sound from her date. It had been a great chance for us to provide one thing to your group of fans, some sympathy and perhaps a reward.
LR: What can we expect for future years?
NCH: The show will likely to be moving to New Orleans and there’s a large amount of difficulty to there be had. Facebook helps us keep consitently the lifetime of the franchise happening whenever linear period is over. Now we’ve established community around Tough appreciate, that people can continue to nurture. We now haven’t gotten the killer concept yet for the next advertising but we are going to positively be making use of Facebook in an effort to inform them if the show should come as well as things to look ahead to.