AT&T Bites Deeper Into 'Vampire Diaries' With Social 'Rehash'

Social-Media Component Proves Alluring Despite Low Ratings on TV

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AT&T is hoping CW's "The Vampire Diaries" can do for its social-TV efforts what "American Idol" did for its push to get people texting: The telecommunications provider is expanding its relationship with "Vampire Diaries," which goes back about three years, to present what the CW calls a "rehash show."

A recent episode of 'The Vampire Diaries Rehash,' available on Facebook and on the CW's website.
A recent episode of 'The Vampire Diaries Rehash,' available on Facebook and on the CW's website.

"Every Monday, following an original episode of 'Vampire Diaries,' we put up on Facebook this rehash show, with the best moments chosen by fans via social media," explained Barbra Robin, a CW veteran who is currently acting head of the network's integrated-marketing efforts. "It literally showcases all the top tweets and top Facebook messages."

"Vampire Diaries Rehash" is also available on the CW's website.

AT&T has previously paid for product placement in "Vampire Diaries" and sponsored promotions tied to the music played in "The Vampire Diaries." The new effort "allows us to showcase the power of what AT&T does," said Mark Wright, VP-media and sponsorships at AT&T, referring to the interaction viewers can have with one another while watching the show.

"Vampire Diaries" is not TV's highest-rated program. Its 2.74 million viewers for last Thursday's program don't even match the live audience for NBC's respected-but-ending sitcom "30 Rock." AT&T's interest comes not from using it to reach the most people possible but rather to get its messages in front of a specific kind of consumer.

The program "delivers what I'd call a young adult audience that is very passionate" and is more prone to use new technology to speak out on social media, Mr. Wright said. It topped a list of the most social broadcast prime-time shows last week, for example, according to data from Trendrr, the social-TV analytics company, provided by the show's producer, Warner Brothers Television.

For scale, said Mr. Wright, AT&T turns elsewhere, such as football playoffs and collegiate sports. But the company is interested in programming like "Vampire Diaries," where there are "these kind of built-in social aspects," he said.

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