Social TV is undoubtedly one of the biggest emerging marketing trends, with second-screen activity and increasingly tech oriented consumers demanding more than just traditional TV advertising. Creating social campaigns is by no means easy, but some brands have invested heavily and are now starting to reap the rewards. Here are some of the best social campaigns that have launched over the last few years.
NHL: PrePlay app
The National Hockey League have led the way in game-related social TV campaigns, with their innovative “PrePlay” app connecting with viewers, asking them to predict the outcome of individual plays in real time – users can also compete against their friends, creating a fun second-screen experience. According to the NHL’s marketing guru, the idea was driven by Nielsen research, which shows that 88% of tablet owners use their device whilst watching TV.
Channel 4: Twitter integration
Twitter has also made its inevitable transition into the world of social TV marketing, and Channel 4 became the first British channel to incorporate the social network into its advertising campaigns. The broadcaster ran a series of adverts to promote the new Prometheus movie, asking viewers to tweet their views about the trailer – the best tweets were picked out and aired at the next ad break. They received more than 25,000 responses.
Breaking Bad: Story Sync
Hit US drama Breaking Bad took a more unusual approach to social TV marketing, with their Story Sync second-screen content. Tablet and smartphone owners could login to a special website and take part in trivia and polls, as well as receiving exclusive information on cast members, all whilst the show was being broadcast.
Old Navy: Shazam
Old Navy were one of the first brands to use the revolutionary Shazam technology in an advert, giving consumers the chance to unlock exclusive content and offers by “tagging” the ad with their smartphones. This is a great example of a sales-focussed campaign, with consumers encouraged to download theme music and buy clothes directly from the Old Navy online store.
These are just four brands that have experienced great success with an innovative social campaign, but the majority of social TV advertising is still taking place in the US. In order to compete, UK brands need to catch up with the trend, focussing their marketing efforts on second-screen activity, social media and social TV.