2011 MOBI Award Finalist, Best Mobile/Social Integrated Campaign: Bravo Now, Social TV: Real Housewives
publication date: Aug 24, 2011
Best Mobile/Social Integrated Campaign Finalist
Agency: Bravo Emerging Media Brand: Bravo Now - Social TV: Real Housewives Executives Involved in The Campaign: Aimee Viles, Lisa Hsia Campaign Brief: Real Housewives viewers tend to be obsessed and we love giving them the opportunity to feed their passions on any platform. For the latest seasons of Real Housewives of Atlanta and Beverly Hills, Bravo combined mobile initiatives with our social TV efforts as a marketing tool to drive awareness, engagement and on-air viewing. This was a fully Transmedia play – with the storytelling being driven across multiple platforms and rewards and sponsorship integrated throughout. In addition, we wanted to offer our advertisers successful, custom sponsorship opportunities with numerous creative touch points with consumers. In this way we hoped to secure revenue streams through advertising sponsorships of future campaigns. The components included: Companion Viewing: Bravo Now -- a first-of-its-kind second screen app for mobile and tablets pushed companion content sync’d to the program while concurrently encouraging fans to engage with Bravo’lebrities and other fans using Facebook and Twitter. Synchronized content included access to the Real Housewives of Beverly Hills cast, bonus clips providing background on the drama, and the ladies’ thoughts, regrets and last words on their relationships and most memorable moments. Fans could watch, relive and share the ladies’ comments, videos and photos of the best moments from throughout the night. Hundreds of thousands of fans have downloaded the app and spend over 23 minutes with content per visit. Real-time water cooler: Bravo Talk Bubble was first to combine Twitter and Facebook in a social feed for the second screen. This was a real-time water cooler that drove live viewing; research showed it drove the on-air rating by 10%. Fans are invited to join the Talk Bubble Party through on-air calls to action in show prompting them to follow Camille, Kim, Kylie, Adrienne, Taylor, Lisa – and Giggy as they tweeted their thoughts during the show plus fans voiced their own opinion via Twitter and Facebook. Selected viewer comments were displayed live, on-air during 20 second “Tweet Spots” which displayed the funniest, craziest, or wittiest comments fans posted during the live event. Fans could also track the highs and lows of each housewife in our sentiment meter – a fun, real time visual graph of how the audience was feeling about each of the housewives throughout the episode. WIVES Mobile Club: Fans were invited to join the WIVES mobile fan club by texting WIVES to 27286 to receive messages throughout the week with updates from the wives, an exclusive NOW moment video brought to them by Sprint. Plus, each week fans received a text adventure game starting a text message proposing a social conundrum and where they had to choose their next step, e.g. if your fellow housewife asks you how she looks, do you LIE and say she looks great or tell her the truth and call her FAT? From there, the player could decide which would be the best route to take in order to make it to the apex of society. Fan Rewards – Create Your Virtual Housewife: To drive engagement, fans were rewarded by answering trivia questions live during the show to earn Bravo bucks and points they could use to create their own virtual Real Housewife Avatar. Fans created avatars using looks inspired by their favorite ladies including hairstyle, clothing, and of course, glamorous accessories. Each week fans voted on which avatars were hot – or not and helped friends by gifting products (who doesn’t want a new handbag?) or adding a companion like a virtual Giggy. The Fan rewards program with live voting drove the highest number of votes ever for a Real Housewives series and 422% more pvs per visit to our digital sites. Bravo’s pioneering efforts on the mobile front and innovation in Social TV offered fans a fresh new way to extend their relationship with one of the favorite shows and establish Bravo as an innovative leader in the entertainment and digital space. Secondarily, Bravo generated impressive benchmark results to attract advertising sponsorship for future campaigns. |
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