Here are all of the posts tagged ‘social tv’.
Audiences and critics alike are heralding AMC’s Breaking Bad as one of the all-time great TV series. The sixth season of the Emmy® Award-winning drama returned to US screens for its final eight episodes this month. And the show’s millions of fans are showing no sign of addiction remission for Walter White (Bryan Cranston), Jesse Pinkman (Aaron Paul) and co.
In the lead-up to the final season, the AMC team here at We Are Social in New York conducted extensive research around the show, uncovering fan conversations and content sharing across Facebook, Twitter, Reddit, Tumblr and tons of other social platforms.
With the aim of increasing anticipation and tune-in, we wanted to further galvanize these millions of fans and convert them into fervent show ambassadors.
To do this we tapped directly into the obsessive nature of the Breaking Bad fanbaseto create #BBaddict, a social experience which asks fans what they are willing to sacrifice in order to prove their addiction to the show.
We created a series of socially-based activities and weekly challenges that asked fans to engage with Breaking Bad on Facebook, Twitter, Instagram, GetGlue, and Vine.
We incentivized engagement and sharing by offering rewards such as exclusive film access, DVD box sets, A1 car fresheners, Breaking Bad t-shirts and sweatshirts, and more. One grand prizewinner will also be flown to the finale taping of Talking Bad, the talk show series that airs after AMC’s newest drama Low Winter Sun, and will receive star treatment from the cast and crew.
The buzz over the last few weeks has been incredible, both in how the campaign has been received, and also how much we’ve enjoyed working on it. If we weren’t all fans of the show before, then We Are Social New York is definitely full of #BBaddicts now!
Very nicely timed with the announcement by CNN’s President that he’s more worried about social networks than FOX, the first video installment of a unique Facebook documentary called Goa Hippy Tribe has been released.
Goa Hippy Tribe is using Facebook in a number of ways: as subject matter (in particular the re-connection of the eponymous Goan Hippies via the social network); in part for research, production and content, and also as a platform for marketing and distribution.
Whilst the story behind the film itself highlights the role that networks such as Facebook play in creating new stories for documentary to cover, what’s really interesting is the way Facebook is being used to shape the content and format of the work.
The filmmaker, Darius Devas, has been interacting with the community of people who were part of the scene in Goa as he makes the film, not only shaping the way the film evolves, but building a community that is a part of the filmmaking process.
Interviews and other items of ‘micro-content’ have been posted over time, sparking conversations, building shared connections between the audience and involving everyone in the journey of the filmmaker and the film. There’s even a lively discussion on a separate Goa Hippy Tribe Group page considering the role of Facebook as an enabler, versus the inevitable privacy concerns when old photos and stories are made public.
This kind of collaboration would not previously have been possible, and it’s a particularly effective way of increasing the emotional involvement of the audience, who will be more likely to share links and recommend the film to their friends, especially as Facebook provides the means to easily do so.
All of this starts to change the way we think about broadcast. This project has an obvious community interested in the subject, but there are just as many niche audiences outside of hippies in Goa. As CNN’s President, Jonathan Klein puts it: “The people you’re friends with on Facebook or the people you follow on Twitter are trusted sources of information.” As these “trusted sources” – our friends – become our audience(s), and we involve them the narrative of our own status updates, the relevance and role of the one-way broadcast media comes into question.