TV Getting Social

You’re in luck, TV networks; people are starting to tune in when you air your shows again.

Thanks to the “duel-screen” concept of watching a TV show and being online at the same time (via computer, tablet or phone), television shows are roping in viewers at air-time once again.

While DVRing and not living life according to the TV Guide is tempting, being able to interact and broadcast his/her TV commentary to the peanut gallery seems to be a little more tempting to US viewers. In fact, 86% of U.S. mobile internet users watch TV with their mobile devices, with 40% of them using the devices for social networking. And, 60% of those surveyed by Nielsen said they simultaneously surf the web while watching TV.

People love interaction —which is why when shows interact with us, we respond. Characters on shows like “Khloe and Lamar” on E! live tweet during programming and respond to fans’ comments, allowing viewers unmatched access to the idolized reality stars. When Comedy Central aired its roast of Donald Trump with the hashtag #TrumpRoast, the cable network saw its highest-rated Tuesday night ever. And it’s no coincidence that the most-viewed TV event in history, this year’s Super Bowl XLV, also broke a sports event record on Twitter with more than 4,000 tweets per second at the end of the game.

While people are watching shows when networks intend them to, they aren’t necessarily tuning into commercials still. This week, NBC launched NBC Live; thisfree online app is a hub of real-time content (polls, trivia, character quotes, etc.) for fans of the shows: “The Office,” “The Celebrity Apprentice,” “The Biggest Loser” and “The Voice.” The shows themselves are adding online content and becoming our commercial entertainment —catching their audience where they already are. Brands in commercials are beginning to compete with social media, not the fast-forward button.

Duel-screen TV watching is redefining fan bases for programming, making it prime time for marketers to tune in and tighten their social media/television brand strategies.

Originally posted here: http://fwd.mbooth.com/post/4757175578/tv-getting-social.

CP+B do it again = tear us from our comfort zones and make us smile, no matter the product.  They don't fulfill a need in the market, they create one.  Like when the "Father of Spin" Edward Bernays installed bookshelves in new homes to make people purchase more books.  I am a HUGE Rock Band fan and so I have loved the commercials with Heidi Klum (and other stars) dancing in a risky business white t-shirt to advertise Guitar Hero.

Now, CP+B has furthered their campaign to cleverly advertise the new METALICA package.  A good campaign can always grow bigger and BIGGER without becoming annoying.

     

Ad [CAMPAIGN] of the Day

Lately, I have been opening my eyes to the different facets of the advertising world.  We no longer live in a time where you can graduate and work for your dream company and conquer the world in two years.  So, I have been looking into industries other than consumer goods and into health and higher education.  They offer a stimulating challenge.  

How do you make joint pain drugs seem interesting, health care compelling and online college classes appealing? 

Kaplan University has taken the challenge and succeeded in a big way.  In January of 2009, they launched their "Talent" campaign. I say this is extremely successful because A. it's still running during prime-time and B. I watched it and looked it up when I don't even need a college.  That's what I call success... making the consumer THINK they need something. 

Most people think of education commercials as the classic, dry ITT Tech ones with images designed for past decades and unappealing, "uplifting" messages:

Yeah, he looks like a guy I want to go to school with, NOT.

Thank goodness for advertising people who will take any client and shine.  They haven't gotten too snooty and interested in Super Bowl spots and billion dollar contracts.  The Kaplan commercial is definitely inspiring. 

They created a whole campaign around TALENT that encourages people to recognize the new world of learning - where age is just a number, environment is not a definite and knowledge is truly limitless.

Kaplan claims to be a "different school of thought" and proves it through advertising.  

The press release for this reinvigorated educational advertising campaign can be found here.  ( Note: regular people may find this boring.  Ad people should look to see a very well-written strategy turned release.  I am saving this one!)

All of the commercials can be found here.  My favorite is called "Desks" where traditional desks are seen in various settings and Kaplan's recognition of learning without boundaries is narrated.  "Where is it written that the old way is the right way" introduces these astounding images.    

Congrats Kaplan.  You not only increased enrollment, you empowered people seeking higher education and gave advertising schmucks a run for their money.