ABC Tries Mobile-to-Facebook Push to Launch Show
New ABC show
Happy Endings may get off to a strong start with a mobile-to-Facebook push the network hopes to use as a template for future campaigns.
The network, working with
Mogreet, is asking consumers to text “happy” to 21534, which returns to them a video featuring the show’s stars. Videos are updated every Wednesday when the show airs. The clip then shows up on each user’s Facebook wall. (See image below.)
The idea, like that behind any social media campaign, is to give influencers — who have so far been targeted with a back-page ad in
Maxim with more traditional media placement coming — some social currency, which they can spread among their various networks to create buzz for the show.
One difference, which makes mobile more of a component, is the tune-in factor: The final message will roll out on 9:25 EST on April 13, five minutes before the premiere airs. Although many of the tech-savvy users targeted in the mobile campaign are likely to be time-shifted viewers, Gary Shanas, vice president of media strategy at ABC, says he thinks with the proper messaging, such consumers can be persuaded to tune in. “We’re optimistic if they’re around at that time, they’ll turn on their TVs,” he says.
Of course, ABC’s not the first network to try to spur viewing via mobile activity. MTV launched its controversial
Skins program
with a group texting campaign back in December.
via
Mashable
