In have a look at just just how VH1’s ‚Tough Love‘ leveraged Facebook

In have a look at just 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 myspace and facebook will help drive ranks. Since Facebook has significantly more than 800 million users that are active many systems have actually adopted a technique of fabricating show-specific pages to produce and nurture the communities around their programs. This will be additionally the actual situation for VH1’s ‘Tough adore, ’ a real possibility show fdating estados unidos 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 meeting how they attained over 45,000 brand new Facebook fans considering that the end of September by launching the “Ditch or Date” Twitter application to show fans that perhaps the worst times might have an ending that is happy. Through the application, developed using their agency Attention, they crowd sourced over 10,000 ditch or date votes across 1,0000 tales from fans about their terrible times.

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

Nigel Cox-Hagan: Facebook, specially during the last 2 yrs happens to be a rather prominent platform for our branding and every thing 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 particular truth programs. That development could be the underpinning of just just what led us to crate this application for Tough Lough.

LR: What had been your strategy utilizing the application you created on Twitter?

NCH: we all know Tough prefer, from three or more rounds. We knew it possessed a solid group of followers. We knew they really like the host, Steven Ward, the love guru, via their special model of tough medication of offering love advice. Our strategy is to produce Facebook pages, that focus on fans of certain shows, to enable them to get and share and engage when you look at the connection with the show. We made a decision to produce an app that replicated a complete great deal of just just 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 software, we took one step straight straight back, looked over the notion of the date due to the fact mechanism that is primary of involved with a relationship. We made a decision to give attention to a date as one thing to generally share, as one thing to fairly share, because the commonality upon which the app would be taken by us. We have all an account to generally share about a date that is disastrous. Everyone loves to hear other peoples horror stories. Every Tough Love fan really wants to get advice through the master himself. Finding a method to bring the fans, the followers for the show, extremely near as well as Steven via a Facebook dialogue and particular advice he would provide to a particularly chosen date.

LR: Who do you utilize to build up the app?

NCH: Attention. We’ve worked together with them quantity of that time period. Extremely smart, really adaptable, really funny therefore we constantly make an effort to have a little bit of humor within the branding, advertising and marketing efforts. Really 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 heard of fan base grow to 104,000 since we last examined. The period regarding the show has just covered up, they just did the reunion. We’ve seen an amount that is tremendous of. 45,000 brand new fans since we established the application. We established the application 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 horror tales. Individuals devote lot of the time describing whatever they went into. We felt there clearly was large amount of comarordorie that the individuals felt. This concept of the date that is horrible.

LR: exactly How did you make use of linear tv and partnerships to advertise the app?

NCH: we’d baked in to the premier show a call-to-action, telling audiences to share with you their tales with Steven. We additionally did a complete bunch off channel. We worked with a complete great deal of lovers. Both electronic and conventional, including, Sheky’s girls out night. We’d have Steven produce a individual look at Shekys. Steven is situated in Philly and we’re located in ny so we had occasions at Shekys both in places. Steven came out, hung out and met their fans. Sheky’s promoted greatly through their email that is own media and internet site. We also partnered with Zagat for a custom Ditch or Date guide, through Zagat.com, their publication and social networking.

As well as on-air promotions, we utilized images on our very own the web sites and ads inside the MTV family members. Our blog sites chatted 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 personal media that are social, Twitter and Facebook.

There is a Ditch or Date part showcased on Jimmy Fallon that people we re in a position to get with your press that is own department a portion 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 provided linkage or coverage.

Dependent on exactly what the horror tale, we attempted to match the award into the story. As an example, we gave 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 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 to be going to New Orleans and there’s a large amount of difficulty to be had there. Facebook helps us keep consitently the life of that franchise taking place if the linear period is over. Now we’ve established a grouped community around Tough prefer, that people can continue to nurture. We now haven’t gotten the killer concept yet when it comes to promotion that is next we shall certainly be utilizing Facebook in an effort to tell them whenever show should come as well as what things to anticipate.

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