As the mid-TV season continues to roll out, cable networks like FX and USA are doubling down on social TV campaigns and show integrations.
Using mobile apps and tablet apps, social networks such as Facebook and check-in services like GetGlue and Miso, cablers are focusing on connecting fans with show content.
Cable has long been a strong supporter of social TV, with networks like MTV and VH1 using social apps to engage in real-time discussions around awards shows and other programming.
The newest trend, however, is social-focused marketing as a way to keep viewers engaged and spreading the word through their networks and graphs.
FX and GetGlue Send Archer Fans to Spy School
When it came time to promote the third season of the hit animated comedy Archer, FX turned to social check-in service GetGlue. Fans can earn special stickers by checking into the show.
What makes the Archer promo a bit different from most other GetGlue promotions is that a set of stickers can only be unlocked if fans play and complete the "Archer Spy School" online games.
The "Archer Spy School" games are fun mini-games that capture the humor of the show and feature the voice work from the cast, including star H. Jon Benjamin.
The games really capture the spirit and humor of the show and the integration with GetGlue is quite cool. In my own experience, I discovered that some of my friends were Archer fans just because they wanted to know how I was earning special stickers.
The games can be played at FXNetworks.com or on the Archer Facebook page . FX told us it has really committed to integrating Twitter, Facebook and GetGlue into its various web offerings, especially for shows such as Archer that have strong social followings.
Jason Phipps, VP of digital media marketing at FX told us that the network can't draw direct correlations between activity on sites like GetGlue and ratings. Still, Phipps said that looking at the real-time engagement levels taking place on those sites and on networks like Facebook has shown the network that fans embrace social media in a big way.
"For FX our goal is to draw synergy with our shows and fans across digital platforms."
In addition to the GetGlue partnership, FX is also rolling out a second-screen app for Archer built in HTML5. The app will allow users to monitor social feeds, including Twitter, GetGlue and Facebook — as well as tweets from socially savvy members of the cast — while watching the show on FX.
USA Continues its Commitment to Social with White Collar
FX isn't the only cable network doubling down on social media — USA Network is continuing to invest in social TV initiatives. Following up on the success of its HashTag Killer for Psych, USA has rolled out two digital campaigns around another hot show, White Collar.
Last week, the network rolled out Mozzie's Mission, an online game that tests viewers to see if they have the skills to locate a hidden stash alongside White Collar character Mozzie.
The game will take place over the course of six weeks, and each week a new challenge is offered up to players. Original video is integrated into the experience and players that successfully complete each challenge will be entered into a sweepstakes to win an iPad 2.
The game continues USA's strategy of working with show creators to build digital experiences that maintain the overall feel of the show itself.
In addition to the Mozzie's Mission game, USA is also working with Miso to take advantage of unique SideShows with the Miso mobile app for iPhone and iPod touch.
Miso SideShows are custom second-screen experiences that can be created by fans, show producers or networks. USA is creating specific SideShow content for each episode of White Collar that is accessible within the Miso iPhone app.
White Collar fans can also create their own SideShows for other Miso users to interact with.
Social TV is Paying Off for Networks
Both USA and FX have found success in prior social TV campaigns. FX's American Horror Story was a huge hit in ratings — as well as on GetGlue.
FX's Jason Phipps reiterated the importance of Facebook and social conversations around new and returning programming.
Meanwhile, at USA Network, SVP of digital Jesse Redniss continues to be one of the most bullish television executives concerning the social TV space.
USA Network's HashTag Killer campaign for Psych got a tremendous amount of traction, including over 350,000 unique visitors. Even more impressive was the sustained engagement level. 60% of users returned at least four times with Hashtag Killer, spending an average of 14.2 minutes per visit. Even more astonishing is that 15% of users were engaged in the game daily over its seven week period.
Those types of engagement numbers are promising, especially from a potential marketing perspective.
We asked both networks about the possibility of including actual plotline elements into the various social TV campaigns and both seem open to the idea.
For us, that's the real future of social TV: bringing the story to the extended platforms and inventing new types of storytelling.
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