Inside view just how VH1’s ‘Tough Love’ leveraged Facebook

Inside view just how VH1’s ‘Tough Love’ leveraged Facebook

During the Social television Summit month that is last Facebook’s Andy Mitchell told the audience that he’s “pretty confident” the huge social networking can help drive reviews. Since Twitter has more than 800 million users that are active most sites have actually used a method of fabricating show-specific pages to generate and nurture the communities around their programs. That is also the scenario for VH1’s ‘Tough like, ’ 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 on what they obtained over 45,000 brand new Facebook fans considering that the end of September by establishing the “Ditch or Date” Facebook software to show fans that perhaps the worst times might have a pleased ending. Through the application, developed using their agency Attention, they crowd sourced over 10,000 ditch or date votes across 1,0000 stories from fans about their dates that are horrible.

Lost Remote: that which was your method of social television with ‘Tough Love’?

Nigel Cox-Hagan: Facebook, specially throughout the last 2 yrs became a tremendously platform that is prominent our branding and every thing during the period of the past 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 their facebook that is own web page. Tough Lough, Top Twenty Countdown, our Music programs. We now have Facebook pages for the certain truth programs. That development could be the underpinning of just just what led us to crate this app for Tough Lough.

LR: What had been the app to your strategy you created on Twitter?

NCH: we all know Tough prefer, from three or more cycles. We knew it possessed a solid group of fans. We knew they really like the host, Steven Ward, the love guru, via their special make of tough medication of providing love advice. Our strategy has been to produce Facebook pages, that focus on fans of certain shows, so that they can get and share and engage into the experience of the show. We chose to produce a software that replicated great deal of exactly what the viewers discovers attractive. Additionally, to offer the fans whatever they would want probably the most, the opportunity to communicate with Steven.

In developing this app, we took one step right straight back, looked over the notion of the date because the main procedure of having involved with a relationship. We made a decision to concentrate on a date as one thing to speak about, as something to talk about, while the commonality by which we might simply take the software. We have all a tale to generally share about a date that is disastrous. Every person wants 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 supporters associated with the show, extremely close along with Steven with a Facebook dialogue and advice that is specific would provide to an especially chosen date.

LR: Who do you make use of to produce the application?

NCH: Attention. We’ve worked using them quantity of that time period. Extremely smart, really adaptable, very funny and now we constantly make an effort to have a little bit of humor included in the branding, marketing and marketing efforts. Extremely skillful.

LR: What sort of successes perhaps you have seen?

NCH: certainly one of our goals that are underlying would be to develop the viewers for Tough Love. We’ve heard of fan base grow to 104,000 since we last examined. The cycle associated with 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 established the application. 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 sentence tales, these people were horror tales. Individuals place in a complete lot of the time describing whatever they went into. We felt there is large amount of comarordorie that the individuals felt. This notion of a terrible date.

LR: just How did you use linear tv and partnerships to market the software?

NCH: we’d baked to the premier show a call-to-action, telling audiences to fairly share their stories with Steven. We additionally did great deal off channel. We caused great deal of lovers. Both electronic and conventional, including, Sheky’s girls out night. We’d have Steven make an appearance that is personal Shekys. Steven is situated in Philly and we’re situated in ny so we’d occasions at Shekys both in places. Steven seemed, 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, their newsletter and social networking.

Along with promotions that are on-air we utilized layouts on our very own the internet sites and ads inside the MTV household. Our blog sites talked we had a CRM email, which allows us to capture names and demo data across our Viacom family so we can target likely people who would be interested about it. We utilized our very own social media marketing earnestly, Twitter and Facebook.

There is a Ditch or Date part showcased on Jimmy Fallon that individuals we re in a position to get with your press that is own department a part 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 lifestyle, and Social Vixen whom provided linkage or coverage.

Dependent on exactly what the horror tale, we attempted to match the award into the story. For instance, we provided one participant Dr. Dre Monster Beats headphones so she could block the noise out from her date. It absolutely was a great window of opportunity for us to offer one thing into the group of followers, some sympathy and possibly an award.

LR: What can we expect money for hard times?

NCH: The show are going to be going to New Orleans and there’s a large amount of difficulty to be had here. Facebook helps us keep carefully the life of this franchise taking place if the cycle that is linear over. Now we’ve founded community around Tough appreciate, that people can continue to nurture. We now haven’t gotten the killer idea yet when it comes to promotion that is next we shall surely be utilizing Facebook in an effort to tell them if the show should come right back and things to look ahead to.

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