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NBC Unveils Unprecedented Network Wide Affinity Program, 'Fan It,' Utilizing Social Media To Reward Its Most Dedicated Fans
Hollywood Reporter: NBC harnesses social media to win viewers
NBC is looking to social media to help it rise from its bottom place among the big four U.S. television networks.
NBC on Thursday unveiled a new program called "Fan It" that will offer prizes to fans of its shows, and encourage them to earn points by using websites Twitter or Facebook to create online buzz for programs such as "The Office" and "Chuck."
The network's new twist on efforts by media companies to engage viewers on the Web comes as studies show that TV watching and Web surfing are increasingly going together.
Underlying the whole effort is NBC's desire to see participants get their friends and followers to click on NBC-related Web links, and ultimately watch more of the network's programs.
Fans can exchange their points for rewards such as access to early previews of new shows, NBC merchandise, discounts at the NBC store and the "virtual goods" that are a big part of the online experience on Websites like Facebook.
TV.com: NBC UNVEILS UNPRECEDENTED NEW AFFINITY PROGRAM, ‘FAN IT,’ UTILIZING SOCIAL MEDIA TO ITS MOST DEDICATED FANS
NBC has developed "Fan It," an unprecedented custom-built network wide affinity program that provides exclusive incentives and rewards for fans in return for promoting, interacting with and discussing all of the network's new and returning 2010-11 programs. The program, which utilizes social media platforms including NBC's own myNBC as well as Facebook, Twitter, MySpace and FourSquare, will launch on May 17 and will be an ongoing program at www.nbc.com/fanit. ...
"What better way to spread the word about our shows then　with the help of our loyal fans,said Stotsky. "This innovative program creates a win-win opportunity – providing interactive and rewarding experiences, while at the same time broadening the reach of our new and returning programs by harnessing the power of social media.
NBC enjoyed earlier success with the launch of the third season of "Chuck" in January via "Mission: Chuck Me Out," [powered by Thingfo] a social media game that rewarded fans of "Chuck" for discussing the show on their social networking profiles. The game resulted in tens of millions of social media impressions.
Fan It was built by NBC in conjunction with social media tracking by ThingFo Inc [a social media marketing company].
NBC Bows 'Fan It' Viewer Rewards Program Online in partnership with Thingfo
Similar to Facebook’s "Like" function, the network on May 17 will roll out Fan It on NBC.com, allowing visitors to earn points by watching videos, chatting about shows and sharing content with friends. The program requires fans to sign up to participate at www.NBC.com/fanit, though they can do so using their existing Facebook, Twitter, MySpace or MyNBC accounts.
As people accumulate points, they will be able to redeem them for various prizes, such as access to a yet-to-premiere series, NBC merchandise and entries to sweepstakes. To execute the Fan It program, NBC has partnered with the social media [marketing and] tracking company ThingFo Inc.
MediaPost: NBC Fans Social Networks
A social-media promotion this season for "Chuck" [powered by Thingfo] gave David Paul of Turlock, Calif., the chance to have his photo included in one of the title character's flash-of-brilliance sequences in the May 25 finale.
"What better way to spread the word about our shows then with the help of our loyal fans,"stated Adam Stotsky, president, NBC entertainment marketing. He calls the effort a "win-win opportunity" that broadens the shows' visibility.
Added Vivi Zigler, president, NBCU digital entertainment, "Fan It is a natural extension that will keep users engaged with their favorite shows even when they're not on television."
Social Media CRM Hits Network TV as NBC and Thingfo partner in social fan marketing campaign
On Monday NBC will launch “Fan It” in an effort to turn social media users into a promotional team for the network.
After signing up on NBC's website and logging in to their Facebook (News - Alert), Twitter, MySpace or MyNBC accounts, participants earn points by chatting about series and steering friends to NBC-related links.
According to the network the points can be redeemed for rewards including sneak previews of shows, NBC merchandise and entry into a sweepstakes to win big-ticket items such as attendance at the finale of "The Biggest Loser" or a prop from "The Office."
A social CRM promotion this season for "Chuck" [Mission: Chuck Me Out, powered by Thingfo] gave a fan, the chance to have his photo included in one of the title character's flash-of-brilliance sequences in the May 25 finale.
"Chuck" users now most engaged of all competitive broadcast network show sites. NBC.com takes #1 spot for network sites.
With 20 million total minutes, "Chuck" users were the most engaged compared to all competitive broadcast network show sites. The series also took the #2 spot, behind "Heroes," for the most full streams in NBC Rewind with 5.9 million. This success was due in part to Mission: Chuck Me Out, a social networking infused site and game that tapped into the show's existing and impressive online fan base. Fans were mobilized and helped to spread the word about everything "Chuck," including the premiere date.
Hollywood Reporter: Holy 'Chuck'! Highest ratings since 3D telecast
The two-hour return of "Chuck" gave the Buy More hero NBC's highest rating for the show since the show's special 3D telecast that aired the day after the Super Bowl...
If you excluded the special 3D episode, you have to go all the way back to 2007 to find a "Chuck" episode rated this high. "Chuck" also improved 58% (!!) on its "Dateline" lead-in and was up 21% compared to last season's average.
Hollywood Reporter: NBC launching 'Chuck' game leveraging social media
"The fans of 'Chuck' have been incredibly passionate and supportive of the show," said Adam Stotsky, president of entertainment marketing at NBC. "We want to reward this loyalty and activate further social conversation about the incredible new season. This innovative promotion is an excellent way to accomplish both objectives."
NBC Launches Social Media Game On Facebook And Twitter
"NBC is introducing a new social media game aimed at promoting the network's series "Chuck" by getting fans to spread the word about the program on social networking sites.
The game called "Mission: Chuck Me Out" allows fans to use Facebook, Twitter and MySpace or the Chuck Me Out website to talk about the show."
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«StartPrev12NextEnd»Latest News
- NBC Unveils Unprecedented Network Wide Affinity Program, 'Fan It,' Utilizing Social Media To Reward Its Most Dedicated Fans
- Hollywood Reporter: NBC harnesses social media to win viewers
- TV.com: NBC UNVEILS UNPRECEDENTED NEW AFFINITY PROGRAM, ‘FAN IT,’ UTILIZING SOCIAL MEDIA TO ITS MOST DEDICATED FANS
- NBC Bows 'Fan It' Viewer Rewards Program Online in partnership with Thingfo
- MediaPost: NBC Fans Social Networks