In 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 really help drive ranks. Since Twitter has more than 800 million users that are active many systems have actually used a method of developing show-specific pages to generate and nurture the communities around their programs. This really is also the truth for VH1’s ‘Tough appreciate, ’ 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 received over 45,000 brand brand new Facebook fans considering that the end of September by starting the “Ditch or Date” Twitter application to demonstrate fans that perhaps the worst times might have a happy ending. Through the application, developed along with 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 TV that is social ‘Tough Love’?

Nigel Cox-Hagan: Facebook, specially during the last couple of years is becoming a really platform that is prominent our branding and every thing over the course of the final many years. We’ve gone from a singular approach, a single VH1 Facebook experience to a multi-faceted, multi-prong Facebook strategy. Most of our major Franchises have their facebook that is own page. Tough Lough, Top Twenty Countdown, our Music programs. We now have Facebook pages for our particular reality programs. That development may be the underpinning of just what led us to crate this application for Tough Lough.

LR: What ended up being your strategy utilizing the application you created on Facebook?

NCH: we realize Tough prefer, from three or more 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 unique make of tough medication of providing love advice. Our strategy happens to be to create Facebook pages, that focus on fans of particular shows, to allow them to get and share and engage when you look at the connection with the show. We made a decision to produce a software that replicated a complete large amount of exactly just what the audience discovers appealing. Additionally, to provide the fans whatever they would want the absolute most, the opportunity to connect to Steven.

In developing this application, we took one step right back, looked over the notion of the date because the mechanism that is primary of associated with a relationship. We chose to concentrate on a romantic date as one thing to speak about, as one thing to fairly share, because the commonality on which we might use the software. We have all an account to share with you about a date that is disastrous. Everyone loves to hear other individuals horror stories. Every Tough Love fan desires to get advice through the master himself. Finding an approach to bring the fans, the supporters associated with the show, very near as well as Steven using a Facebook dialogue and certain advice he would offer to a especially chosen date.

LR: Who do you use to build up the software?

NCH: Attention. We’ve worked using them quantity of that time period. Really smart, extremely adaptable, very funny so we constantly you will need to have a little bit of humor included in the branding, advertising and efforts that are promotional. Very skillful.

LR: What sort of successes perhaps you have seen?

NCH: certainly one of our underlying objectives, 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 the show has just covered up, they simply did the reunion. We’ve seen a significant number of development. 45,000 brand new fans since we established the application. We launched the application on September 23, 2011. We had over 10,000 Ditch or Date votes regarding the stories that are different over 1,0000 tales. They weren’t one or three phrase stories, these people were tales that are horror. Individuals place in a complete great deal of the time describing whatever they went into. We felt there was clearly large amount of comarordorie that the individuals felt. This concept of the date that is horrible.

LR: exactly exactly How do you use television that is linear partnerships to market the software?

NCH: we’d baked to the show that is premier call-to-action, telling audiences to talk about their tales with Steven. We additionally did a complete great deal off channel. We caused great deal of lovers. Both electronic and old-fashioned, including, Sheky’s girls particular date. We’d have Steven make an appearance that is personal Shekys. Steven is dependent in Philly and we’re located in nyc so we had occasions at Shekys both in places. Steven seemed, hung away and met their fans. Sheky’s promoted greatly through their very own email, social media and site. We additionally partnered with Zagat for a custom Ditch or Date guide, through Zagat.com, their newsletter and media that are social.

As well as promotions that are on-air we utilized photos on our personal internet sites and banners inside the MTV family members. Our blog sites chatted about any of it, we’d a CRM e-mail https://datingranking.net/kenyancupid-review/, makes it possible for us to fully capture names and demo information across our Viacom household therefore we can target most likely people who is interested. We used our very own media that are social, Twitter and Facebook.

There was clearly a Ditch or Date portion showcased on Jimmy Fallon that individuals we re in a position to get with your press that is own department a section on Elvis Duran’s morning show, which will be syndicated in 41 markets. Buddy television, Monsters and Critics, Betty Confidential, Pop Crunch, Celebuzz, Hollywood lifetime, and Social Vixen whom provided linkage or coverage.

Based on just what the horror tale, we attempted to match the award into the tale. As an example, 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 provide something to your group of followers, some sympathy and possibly an award.

LR: What can we expect money for hard times?

NCH: The show would be going to New Orleans and there’s a large amount of difficulty to there be had. Facebook allows us to maintain the life of the franchise happening if the cycle that is linear over. Now we’ve established community around Tough appreciate, that people can continue to nurture. We haven’t gotten the killer concept yet when it comes to promotion that is next we shall positively be making use of Facebook in an effort to tell them as soon as the show can come as well as what things to anticipate.