During the Social TV Summit month that is last Facebook’s Andy Mitchell told the audience that he’s “pretty confident” the huge social networking often helps drive reviews. Since Twitter has significantly more than 800 million active users, most systems have used a technique of making show-specific pages to produce and nurture the communities around their programs. That is additionally the truth 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 Marketing, offered us an in-depth meeting as to how they attained over 45,000 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 using their agency Attention, they crowd sourced over 10,000 ditch or date votes across 1,0000 stories from fans amor en linea about their terrible times.
Nigel Cox-Hagan: Facebook, particularly over the past couple of years is now an extremely prominent platform for our branding and every thing over the course of the very last a long period. We’ve gone from the singular approach, a single VH1 Facebook experience to a multi-faceted, multi-prong Facebook strategy. Most of our major Franchises have actually their facebook that is own web page. Tough Lough, Top Twenty Countdown, our Music programs. We have Facebook pages for the specific truth programs. That development may be the underpinning of just just what led us to crate this application for Tough Lough.
LR: What ended up being your strategy utilizing the software you created on Facebook?
NCH: we understand Tough prefer, from three or so rounds. We knew it had a fan base that is solid. We knew they really like the host, Steven Ward, the love guru, via their brand that is special of medicine of offering love advice. Our strategy was to generate Facebook pages, that focus on fans of particular shows, for them to go and share and engage into the connection with the show. We made a decision to create a software that replicated large amount of exactly what the viewers discovers appealing. Additionally, to offer the fans whatever they want the absolute most, the opportunity to connect to Steven.
In developing this software, we took one step back, looked over the notion of the date since the mechanism that is primary of taking part in a relationship. We made a decision to consider a night out together as something to fairly share, as one thing to fairly share, because the commonality upon which the app would be taken by us. We have all a tale to generally share about a disastrous date. Everybody loves to hear other peoples horror stories. Every Tough Love fan would like to get advice through the master himself. Finding ways to bring the fans, the supporters associated with the show, very near along with Steven via a Facebook dialogue and advice that is specific would offer up to an especially chosen date.
LR: Who did you utilize to produce the software?
NCH: Attention. We’ve worked with them a true number of that time period. Really smart, extremely adaptable, extremely funny and now we constantly you will need to have a little bit of humor within the branding, marketing and efforts that are promotional. Really skillful.
NCH: certainly one of our underlying objectives, was to grow the viewers for Tough Love. We’ve heard of fan base grow to 104,000 since we last examined. The period for the show has just covered up, they simply did the reunion. We’ve seen a tremendous number of development. 45,000 brand new fans since we established the software. We established the software on 23, 2011 september. We had over 10,000 Ditch or Date votes from the different stories and over 1,0000 tales. They weren’t one or three phrase stories, these people were tales that are horror. People invest a complete lot of the time describing whatever they went into. We felt there is lot of comarordorie that the participants felt. This concept of the date that is horrible.
LR: just exactly How did you utilize linear tv and partnerships to market the application?
NCH: we’d baked to the show that is premier call-to-action, telling audiences to share with you their tales with Steven. We additionally did great deal off channel. We caused a complete lot of lovers. Both electronic and conventional, including, Sheky’s girls particular date. 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 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.
Along with promotions that are on-air we utilized graphics on our very own those sites and ads in the MTV family. Our blogs chatted about this, we’d a CRM e-mail, that allows us to recapture names and demo information across our Viacom family therefore we can target most likely those who is interested. We used our very own social networking actively, Twitter and Facebook.
There is a Ditch or Date part showcased on Jimmy Fallon that people we re in a position to get with this press that is own department a part on Elvis Duran’s early morning show, that will be syndicated in 41 areas. Buddy television, Monsters and experts, Betty Confidential, Pop Crunch, Celebuzz, Hollywood Life, and Social Vixen whom provided coverage or linkage.
Based on exactly what the horror story, we attempted to match the prize into the tale. For instance, we provided one participant Dr. Dre Monster Beats headphones so she could block the noise out from her date. It had been an opportunity that is great us to provide something to your group of followers, some sympathy and perhaps a reward.
LR: What can we expect for future years?
NCH: The show will likely be moving to New Orleans and there’s a large amount of difficulty to be had here. Facebook allows us to maintain the lifetime of this franchise happening once the cycle that is linear over. Now we’ve established a grouped community around Tough adore, that people can continue to nurture. We now haven’t gotten the killer concept yet for the next promotion but we will absolutely be making use of Facebook in an effort to inform them if the show should come back and things to look ahead to.