In have a glance at precisely how VH1’s ‘Tough Love’ facebook that is leveraged

Throughout the personal tv Summit month that is final Facebook’s Andy Mitchell told the audience that he’s “pretty confident” the massive social network will help drive reviews. Since Twitter has significantly more than 800 million active users, many systems have really actually utilized an approach of developing show-specific pages to create and nurture the communities around their programs. This can be as well as the real situation for VH1’s ‘Tough like, ’ 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 customer marketing, offered us an in-depth meeting as to the way they obtained over 45,000 brand brand new Facebook fans since the end of September by beginning the “Ditch or Date” Twitter software to show fans that possibly the worst times could have an ending that is delighted. Through the application form, developed utilizing their agency Attention, they crowd sourced over 10,000 ditch or date votes across 1,0000 tales from fans about their times being terrible.

Lost Remote: that that has been your path of TV that is social ‘Tough Love’?

Nigel Cox-Hagan: Facebook, especially over the past couple of years is continuing to grow to be an extremely platform that is prominent our branding and every thing during the period of the last a long duration. We’ve gone from the single approach, a single VH1 Facebook experience to a multi-faceted, multi-prong Facebook strategy. All of our major Franchises have actually actually their facebook that is very own website. Tough Lough, Top Twenty Countdown, our Music programs. We have actually now have Facebook pages for the truth that is certain. That development may end up being the underpinning of exactly what led us to crate this application for Tough Lough.

LR: What have been the application to your strategy you created on Twitter?

NCH: we realize Tough Love, from three or maybe more rounds. We knew it possessed an admirer base that is solid. We knew they actually just like the host, Steven Ward, the love guru, via their model that is special of medicine of providing love advice. Our strategy is actually to create Facebook pages, that focus on fans of particular programs, to enable them to go and share and engage inside the experience of the show. We made a decision to create a software that replicated a whole amount that is large of the people discovers appealing. Additionally, to own fans whatever they might desire the most, the chance to talk to Steven.

In developing this pc computer computer software, we took one action appropriate straight back, viewed the basic notion of the date considering that the system this is certainly primary of getting involved in a relationship. We made the decision to provide focus on a date that is romantic the one thing to fairly share, as you thing to fairly share, as the commonality upon which we might simply take the application form. Most of us have an account to fairly share about a disastrous date. Everyone else else loves to hear other people horror stories. Every Tough Love fan would like to get advice through the master himself. Finding a strategy to bring the fans, the supporters for the show, exceptionally near along with Steven via a Facebook dialogue and specific advice he would offer up up to a particularly selected date.

LR: Who do you really utilize to construct the software up?

NCH: Attention. We’ve worked along with them a real level of that time frame. Really smart, actually adaptable, actually funny therefore we constantly try to have bit that is little of within the branding, marketing and efforts which can be promotional. severely skillful.

LR: What kind of successes maybe you have seen?

NCH: one among our underlying goals, is to develop the watchers for Tough Love. We’ve heard of fan base grow to 104,000 since we last examined. The time scale connected with show has simply covered up, they merely did the reunion. We’ve seen a number that is significant of. 45,000 brand name brand new fans since we established the program. September we established the software on 23, 2011. We had over 10,000 Ditch or Date votes in connection with various tales and over 1,0000 tales. They weren’t one or three expression stories, we were holding stories which are horror. Individuals invest lot of the right time explaining whatever they went into. We felt there is clearly wide range of comarordorie that the people felt. This idea for the date that is terrible.

LR: simply precisely how did you use tv that are linear partnerships to market the application?

NCH: we’d baked in the show that is leading call-to-action, telling audiences to talk about their stories with Steven. We additionally did a bunch that is complete channel. We caused large amount of lovers. Both electronic and main-stream, including, Sheky’s girls out night. We’d have Steven produce a look that is individual Shekys. Steven can be found in Philly and we’re based in nyc so we’d occasions at Shekys in both places. Steven seemed, hung away and came across their fans. Sheky’s promoted significantly through their very own email, social news and web site. We furthermore partnered with Zagat for a custom Ditch or Date guide, through Zagat, their book and news which are social.

In addition to promotions which can be on-air we utilized designs on our personal the websites and adverts within the MTV home. Our blog sites chatted we’d a CRM e-mail, makes it possible for us to fully capture names and demo information across our Viacom household therefore we can target people that are likely is interested about any of it. We used our individual networking that is social, Twitter and Facebook.

There is a Ditch or Date part showcased on Jimmy Fallon that individuals we re able to get along with your press that is department that is very own part on Elvis Duran’s early early morning show, which is often syndicated in 41 areas. Buddy tv, Monsters and experts, Betty Confidential, Pop Crunch, Celebuzz, Hollywood life style, and Social Vixen who supplied linkage or protection.

Influenced by simply just what the horror tale, we attempted to complement the honor to your story. For instance, we offered one participant Dr. Dre Monster Beats headphones Christian dating only reviews so she could block the noise away from her date. It had been the opportunity that is great us to provide a very important factor to your number of fans, some sympathy and maybe a prize.

LR: What can we expect cash for hard times?

NCH: The show is meant to be gonna New Orleans and there’s a big level of trouble to there be had. Facebook allows us to keep consitently the duration of this franchise occurring if the period that is linear over. Now we’ve founded a grouped community around Tough adore, that folks can continue to nurture. We currently haven’t gotten the killer concept yet for the advertising that is if the show should come as well as things to look ahead to next we shall certainly be utilizing Facebook in order to tell them.