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| Case Study: Being Human and Twitter |
| The science fiction pay TV network SyFy used the popular social network to promote the second season of Being Human. The experimental campaign managed to engage a younger audience for the show. |
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GigaOm's website informed readers about a little experiment conducted by the SyFy network to promote its series Being Human on Twitter. The network created an account on the popular social network (@BeingHumanSyFy) to carry out all actions, and then decided to generate conversations based on concepts instead of using the show's name.
Through the concept of "temptation", the network used the second season's main theme -which came in perfect timing since this is the time of the year when people break most of their New Year's resolutions- to promote the hashtag #AlreadyTempted. The same concept was picked up by other media and ruled the Twitterverse for twelve straight hours. The following twelve hours were used to promote the series' name through the concept behind it: #BeingHuman.
According to the data the very own network gave to GigaOm, the 24-hour campaign managed to add over a thousand new followers to the show's Twitter account, while the hashtag #AlreadyTempted got 8.7 million tweets, and #BeingHuman got about 21.1 million. In addition, both hashtags obtained a level of engagement of 5,03% and 8,75% respectively (with the average engagement being between 3% and 6%).
The final outcome? A 9% audience increase in the 18-34 demographic. Clearly, using global issues and making them relevant to a specific series has always been a key part of branding. And in this case, it managed to obtain actual results that prove just how effective it was. |
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