Network’s Successful Social Campaign Aimed at Reaching 500,000 Likes Is a Milestone for the Industry.
In the brave new world of social TV, viewers get rewarded for liking a show with — what else? — more show. For the first time, a program has created a Facebook-only full-length episode as the fans’ prize for reaching 500,000 likes. Turner’s TruTV asked fans to rally en masse on the “Operation Repo” Facebook page, and in return they got an episode made just for them. The fan episode will be available on Facebook immediately following the season’s spring finale, which airs April 27, at 9 p.m. ET. For those who don’t know, the show follows a repo team that has been together for more than seven years and has repossessed everything from hot rods to hot-air balloons — and viewers love it, no matter how “staged” or “re-enacted” some reviews claim the show’s antics are.
It’s early days in the world of social TV — and Nielsen numbers confirm that old-fashioned TV is king with more people watching the medium than ever before, up to 35 hours a week. But this week’s purchase of TV app IntoNow by Yahoo for as much as $30 million shows the space is hot. Obviously, Facebook fan pages create a direct link between the show and its fans — nothing like this kind of two-way communication has ever been available before. Ms. Corigliano called Facebook a source of “instant gratification” for the fans and the network.
By: Irina Slutsky