How social can help in the era of #TVEverywhere

Screen shot 2014-08-06 at PM 03.16.18

How people are watching and engaging with broadcast TV content is changing dramatically in the USA. Surprise, surprise, It’s no longer linear. It’s no longer scheduled. It’s no longer exclusively in front of a TV screen. “TV Everywhere” is becoming mainstream. It’s the latest buzzword for viewing broadcast shows from channels you subscribe to on your satellite network or devices. TV apps like HBO Go, Watch ESPN, CNBC, and cable companies offering their own branded apps like Comcast’s Xfinity TV Go. 1 in 5 American households are watching TV Everywhere content and it’s growing significantly faster than other online video sources like YouTube, Hulu or Daily Motion according to Adobe’s Digital Index.

Closer to home, the Australian TV networks and telco’s no doubt have picked up on this new revenue stream as Foxtel Go is our best example of this model, but how are they driving engagement around their content?

Several American TV networks are re-imagining the second screen experience and experimenting with new ways for people to participate with social elements when the person is already on their phone/tablet. Here are 5 recent innovative American examples:

1. High quality, bold, branded content:
To promote the second season of the Showtime series “Masters of Sex”, the network hired filmmaker Tatia Pilieva (“The Kiss” creator whose video for clothing line Wren earned 86m views) to create a video clip on YouTube titled “Undress Me,”. Seeding innovative teasers on YouTube is proving to be an effective strategy to generate interest in ‘tune-into’ events.

2. Tease Exclusive bonus content and Insider Info in real time:

As an official sponsor of Pretty Little Liars, Audi Snapchatted exclusive bonus content from the ABC Family program and the show’s stars in real time. SnapChat and Instagram are Millennial mediums of choice and need to be considered in delivering ‘first to view’ content.

3. Experiment with social platform features to build plot suspense

Hulu is the first brand to test sponsored posts on Whisper, an app that lets users post anonymous messages about their deepest secrets, biggest regrets, and strangest desires. For their new series Deadbeat, about a New York resident who helps ghosts take care of their nasty unfinished business they’re posting prompts, i.e.:. “Describe the worst fight you’ve ever gotten into with a rival” to pique interest in the show. A great example of matching a show’s narrative with a social platform’s unique context.

4. Contextually relevant media partnerships:

To promote the release of its new series “Satisfaction,” a show that deals with modern marriages, USA Network teamed up with Vice Media and HowAboutWe – a dating site – to start a cultural dialogue around the subjects of today’s relationships with the thought–provoking question: #AreYouSatisfied? among the very people who might be pondering this question and thus be interested in the show.

5. Use characters to “meet” new fans:

To plug Season 4, The Walking Dead, a Zombie show in New Zealand, TVNZ deployed female models to engage with over 500 guys on Tinder, and as their ‘relationships’ deepened, photos and responses slowly deteriorated, leaving little more than incoherent zombies who rattled off the launch date. Mindy Kaling (star of Fox’s The Mindy Project) also surprises viewers on Tinder, a clever way to attract potential new viewers with matching interests.

If TV Everywhere trend continues it’s global growth, brands like Foxtel Go should be experimenting with innovative social ideas to drive engagement and advocacy around their shows.

Sydney Youth: Interview #1 with Sally

SallyTHis is my first of a series of mini interviews with cool kids in Sydney. They could come from anywhere, any background, any job, they just have to have their finger on the pulse.
Meet Sally, a 21yr old fashionista living in Sydney’s East and working as a grad in the communications industry. She is the centre of her collective and is always one step ahead. Here’s a few thoughts on what makes her tick

What do you stand for?

Sally is someone who lives for adventure, is bored of the now and wants to be a part of the future. I am out there, loud and live for those poignant moments in time that make you stop and appreciate just how great life is.

Where are you heading?

Hopefully for success! This means taking step by step up the ladder, in relation to my job in advertising, love and travel, whereby improving every aspect of my life until I reach the top of the ladder and know that I am fully fulfilled. Know that I have pushed myself beyond my own expectations, taken risks and taken that one final step beyond the ladder!

Who are you influenced by?

Friends… They are my ROCK and ROCK my social calendar, thoughts, feelings and moods. They lift me up and carry me through the bad and good times.

Describe your tribe?

My tribe is my second family. They are constantly around me, influence me and always have something to say about anything going on in my life (whether I want to hear it or not).

What’s big in Sydney youth culture right now?

iPhone. It is the must have. It is the new accessory. A device that has transformed human behaviour, as humans have really become cyborgs. It not only makes life easier by navigating where I move, but chooses restaurants for me and translates languages. It is my touch point to anyone in the world, through Facebook and twitter. Youth have become reliant on the iPhone and instead of Descartes “ I think and therefore I am”, we now exist because we“ link and therefore I am”.

Your most loved brand and why?

Apple. It really gets me! I want the next… the newest. Their devices are always changing and apple teases me constantly with edgy, quirky and fresh advertising that puts them on a silver platter. So, so close that I can taste it and just have to indulge in the newest product to the market!

One thing brands should know about you?

I want brands that create my avatar…the image that represents me, which can be seen and judged by the people around me!