In have a look at exactly how VH1’s ‘Tough Love’ leveraged Facebook
In the Social television Summit final thirty days, Facebook’s Andy Mitchell told the audience that he’s “pretty confident” the huge social networking can really help drive reviews. Since Twitter has significantly more than 800 million active users, many sites have actually used a method of making show-specific pages to produce and nurture the communities around their programs. This really is additionally the truth 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, offered us an in-depth meeting on what they obtained over 45,000 brand brand new Facebook fans because the end of September by introducing the “Ditch or Date” Twitter application to demonstrate fans that perhaps the worst dates might have an ending that is happy. Through the application, 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: that which was your method of social TV with ‘Tough Love’?
Nigel Cox-Hagan: Facebook, specially throughout the last 2 yrs is actually an extremely platform that is prominent our branding and every thing over the course of the final several years. We’ve gone from the single approach, a single VH1 Facebook experience up to a multi-faceted, multi-prong Facebook strategy. Most of our major Franchises have actually their very own Facebook web page. Tough Lough, Top Twenty Countdown, our Music shows. We now have Facebook pages for our certain truth programs. That evolution may be the underpinning of just exactly what led us to crate this application for Tough Lough.
LR: What had been your strategy utilizing the software you created on Facebook?
NCH: we realize Tough prefer, from three approximately 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 model of what is single parent match tough medication of providing love advice. Our strategy is to produce Facebook pages, that focus on fans of certain shows, for them to get and share and engage when you look at the connection with the show. We made a decision to create an application that replicated a complete lot of just what the audience discovers appealing. Additionally, to provide the fans whatever they want the absolute most, the opportunity to connect to Steven.
In developing this software, we took a step right back, viewed the thought of the date since the main system to getting involved with a relationship. We made a decision to give attention to a date as one thing to share, as one thing to talk about, while the commonality on which the app would be taken by us. We have all a tale to fairly share about a date that is disastrous. Everybody wants to hear other individuals horror stories. Every Tough Love fan would like to get advice through the master himself. Finding an approach to bring the fans, the supporters of this show, extremely near along with Steven using a Facebook dialogue and advice that is specific will give to a particularly selected date.
LR: Who do you make use of to produce the application?
NCH: Attention. We’ve worked using them number of that time period. Very smart, really adaptable, really funny therefore we constantly you will need 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 grow the viewers for Tough Love. We’ve heard of fan base grow to 104,000 since I last examined. The period 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 from the stories that are different over 1,0000 tales. They weren’t one or three phrase tales, these were horror tales. People invest great deal of the time describing whatever they went into. We felt there is a complete large amount of comarordorie that the individuals felt. This concept of a date that is horrible.
LR: How do you utilize television that is linear partnerships to advertise the application?
NCH: we’d baked to the show that is premier call-to-action, telling people to share with you their stories with Steven. We additionally did a complete lot off channel. We caused a complete large amount of lovers. Both electronic and old-fashioned, including, Sheky’s girls out night. We’d have Steven produce an appearance that is personal Shekys. Steven is based in Philly and we’re located in ny so we’d activities at Shekys both in places. Steven seemed, hung out 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 social media marketing.
Along with on-air promotions, we utilized images on our very own the websites and ads inside the MTV household. Our blog sites chatted about any of it, we had a CRM e-mail, makes it possible for us to fully capture names and demo data across our Viacom household therefore we can target likely individuals who is interested. We utilized our personal social media marketing actively, Twitter and Facebook.
There was clearly a Ditch or Date part 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, that is syndicated in 41 areas. Buddy TV, Monsters and experts, Betty Confidential, Pop Crunch, Celebuzz, Hollywood Life, and Social Vixen whom offered linkage or coverage.
Based on just exactly what the horror tale, we attempted to match the award towards the story. For instance, we offered one participant Dr. Dre Monster Beats headphones so she could block the noise out from her date. It had been a great chance of us to offer something towards the fan base, some sympathy and possibly an award.
LR: What can we expect money for hard times?
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 keep consitently the lifetime of the franchise happening if the linear period is over. Now we’ve established a grouped community around Tough like, that people can continue to nurture. We now haven’t gotten the killer idea yet when it comes to promotion that is next we’ll positively be utilizing Facebook in an effort to tell them once the show can come right back and things to anticipate.