In have a look at just just how VH1’s ‘Tough Love’ leveraged Facebook

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 might help drive ranks. Since Twitter has significantly more than 800 million active users, many systems have actually used a method of developing show-specific pages to generate and nurture the communities around their programs. This might be additionally the scenario for VH1’s ‘Tough Love, ’ a reality 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 interview on what they received over 45,000 new Facebook fans since the end of September by releasing the “Ditch or Date” Facebook application to show fans that perhaps the worst times may have a pleased ending. Through the software, developed using their agency Attention, they crowd sourced over 10,000 ditch or date votes across 1,0000 tales from fans about their terrible dates.

Lost Remote: that which was your method of social television with ‘Tough Love’?

Nigel Cox-Hagan: Facebook, particularly over the past couple of years is becoming a rather platform that is prominent our branding and everything during the period of the last many years. We’ve gone from a single 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 now have Facebook pages for the particular truth shows. That development may be the underpinning of exactly what led us to crate this application for Tough Lough.

LR: What ended up being the app to your strategy you created on Twitter?

NCH: we realize Tough prefer, from three or more rounds. We knew it had a solid group of followers. We knew they love the host, Steven Ward, the love guru, via their unique model of tough medicine of providing love advice. Our strategy is to create Facebook pages, that focus on fans of certain shows, so that they can get and share and engage within the connection with the show. We decided to produce a software that replicated large amount of exactly what the viewers discovers appealing. Additionally, to provide the fans whatever they want probably the most, the opportunity to communicate with Steven.

In developing this app, we took one step right back, viewed the notion of the date whilst the mechanism that is primary of taking part in a relationship. We made a decision to concentrate on a date as one thing to speak about, as something to generally share, because the commonality on which we might simply take the application. We have all an account to fairly share about a disastrous date. Everybody wants to hear other individuals horror stories. Every Tough Love fan desires to get advice through the master himself. Finding a method to bring the fans, the supporters associated with the show, extremely near together with Steven with a Facebook dialogue and specific advice he would provide to a specifically chosen date.

LR: Who did you utilize to produce the application?

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

LR: What sort of successes maybe you have seen?

NCH: certainly one of our goals that are underlying would be to develop the audience for Tough Love. We’ve seen the fan base grow to 104,000 since I last checked. The period associated with show has just covered up, they simply did the reunion. We’ve seen a huge level of development. 45,000 new fans since we established the software. We established the software on September 23, 2011. We had over 10,000 Ditch or Date votes in the different tales and over 1,0000 tales. They weren’t one or three phrase tales, these people were horror tales. People place in a complete great deal of time explaining what they went into. We felt there clearly was a complete lot of comarordorie that the individuals felt. This concept of the date that is horrible.

LR: just exactly How do you make use of television that is linear partnerships to advertise the app?

NCH: we’d baked to the show that is premier call-to-action, telling audiences to fairly share their stories with Steven. We additionally did great deal off channel. We caused a complete great deal of lovers. Both digital and old-fashioned, 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 based in nyc so we had events at Shekys both in places. Steven seemed, hung out and met their fans. Sheky’s promoted greatly through their very own e-mail, social news and internet site. We additionally partnered with Zagat for a custom Ditch or Date guide, through, their publication and media that are social.

As well as promotions that are on-air we utilized photos on our very own internet sites and banners inside the MTV household. Our blog sites chatted we had a CRM email, which allows us to capture names and demo data across our Viacom family so we can target likely people who would be interested about it. We used our personal social media actively, 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 this press that is own department a part on Elvis Duran’s early morning show, that is syndicated in 41 areas. Buddy television, Monsters and experts, Betty Confidential, Pop Crunch, Celebuzz, Hollywood lifestyle, and Social Vixen whom provided linkage or coverage.

Dependent on exactly what the horror tale, we attempted to match the award to your story. For instance, we gave one participant Dr. Dre Monster Beats headphones so she could block out of the sound from her date. It absolutely was an opportunity that is great us to provide something into the group of followers, some sympathy and perhaps a reward.

LR: What can we expect for future years?

NCH: The show is likely to be going to New Orleans and there’s a lot of difficulty to there be had. Facebook helps us keep consitently the lifetime of the franchise taking place if the linear period is over. Now we’ve founded community around Tough adore, that people can continue to nurture. We now haven’t gotten the killer idea yet for the next promotion but we’re going to undoubtedly be making use of Facebook in an effort to inform them as soon as the show can come right back and what things to enjoy.