We covered all things social TV at last week’s TVNewser Show; we also looked at whether traditional TV is becoming more obsolete as streaming TV rises.
“TV is TV,” Brian Dutt, chief of advisory services for FreeWheel told Lost Remote, adding that people are going to watch shows like “Scandal” and live sporting events wherever they are, “regardless of the pipe that’s carrying a show to you.”
Even though TV will still be a force, Dutt predicts traditional TV will start borrowing from its digital TV counterpart.
The Giffie Awards – in which MTV artists created real-time GIFs of events that transpired during the Movie Awards – were “presented by Taco Bell” and posted to MTV’s Tumblr throughout the evening. In addition to the Giffies, MTV gathered social influencers at Tumblr’s New York headquarters to produce additional content.
In just over two hours, MTV posted to its account a total of 87 times, and the results of the campaign, shared exclusively with Lost Remote, proved that it was a resounding success.
The posts generated over 250,000 notes, and reblogs constituted a high percentage of these notes. According to Tumblr, these numbers made the initiative one of the most engaging promoted campaigns in the social network’s history.
The big results come on the heels of a recent Pulsar study, which concluded that the conversation surrounding TV is larger and lasts longer on Tumblr versus Twitter. The study also suggested that on Tumblr, fans immerse themselves in their show’s universe, create their own narratives, and advocate for the show. Read more
A host of Viacom properties – MTV, Comedy Central, VH1, and Logo – have recently had great success premiering new shows within its apps. MTV today announced that its newest scripted series, ‘Faking It,’ will be available exclusively via the MTV app on iOS and Android, and on Xbox Live (for those with Xbox 360s) for 48 hours. The new romantic comedy about two best friends who become popular only after being mistakenly outed as lesbians is set to premiere on April 22 at 10:30 P.M. EST.
In late 2013 we covered MTV’s in-app release of the documentary ‘Generation Cyro’ a week before the linear premiere. “We’ve been actively experimenting with introducing new shows on the app to help build awareness and buzz leading to the premiere on television,” Robyn DeMarco, Executive Vice President of Programming and Content Strategy for MTV, said at the time. “Our audiences are living on these devices and these platforms provide new opportunities to super serve exclusive content to our fans while simultaneously creating new ways to integrate our ad partners.”
Fans of MTV’s ‘Teen Wolf’ are passionate beyond belief. In fact, MTV recently hired Kaitlyn Vella as a social media editor based on ‘Teen Wolf’ recap rap songs she posted to YouTube. Kaitlyn is 21 years old.
On Monday night’s episode, a popular ‘Teen Wolf’ character, Allison Argent (played by Crystal Reed), met her death. In anticipation of the outpouring of response to Argent’s death, MTV launched TeenWolfMemorial.com as a place for fans to mourn.
The site allows fans to upload videos expressing their feelings about Argent’s death, and MTV plans to share the best submissions across social. It also features exclusive content, and eulogies and curated tweets from other cast members. Read more
MTV is quickly becoming the leader in leveraging content marketing and social influencers to drive social TV initiatives. In January, the network hired a 21 year old social media editor, Kaitlyn Vella, who, as part of a duo called ‘The Wolf Pack,’ posted recap rap songs to YouTube about episodes of ‘Teen Wolf.’
“An influencer in her own right, we recognized her as a great talent and snapped her up as soon as she finished school,” Tom Fishman, Vice of Content Marketing and Fan Engagement for MTV, told Lost Remote. “One of the many things about her we loved was her great familiarity with young, up-and-coming social content creatives, and when we started building our influencer network in anticipation of the 2013 VMAs, Kaitlyn turned us on to O2L.”
Our2ndLife (O2L), a pop culture blogger boy band, will work alongside MTV’s social team to create and socialize content tied to the 2014 MTV Movie Awards. O2L has 1.5 million YouTube followers and 483,000 Twitter followers.
According to MTV, “[t]his marks the first time a television network has collaborated with a social influencer for the entirety of an annual tentpole event.” The partnership has kicked off already: MTV has supplemented their traditional nominations announcement with a special featuring ‘After Hours’ host Josh Horowitz and O2L. The content has been appearing on MTV and across O2L’s social channels. Read more
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