That social-media-driven revenue has been growing all year: In
February, for instance, CBS signed Target and GM to sponsor its
three days of pre-show online coverage leading up to the Grammys
telecast; this summer, Microsoft's Skype unit was the launch
sponsor of CBS Connect, the
Facebook- and Twitter-integrated social hub for all of the
network's shows; and AT&T just backed "Fall Preview Plus ," a
second-screen companion program for the annual "CBS Fall Preview"
prime-time special.
Engagement research is helping drive home the value of
social-TV initiatives
"I think that layering in dedicated social-TV opportunities
allows us to get closer to the desired consumer," said Kirsten
Atkinson, media director, Team One, which works with Lexus. "For
instance, USA Network is one of the most social networks, and
"Suits' is one of the top five shows on cable right now in terms of
drawing affluent consumers" -- facts that helped clinch Lexus
sponsorship of both the show and its social-gamification program,
"Suits Recruits."
"We put together a custom brand study that looks at some core
Lexus attributes and how we've moved the needle with initiatives
like "Suits Recruits,' because ultimately the only way that we know
that we're getting this audience closer to a purchase is gauging
how they feel and think about the brand," said Ms. Atkinson. One
thing Lexus has been achieving with its social-TV initiatives, said
USA Network SVP-Digital Jesse Redniss, is sharpening its reputation
in a key area: "Lexus focuses on technological innovation in their
brand positioning, and "Suits Recruits' not only showcased their
cars" -- the show's actors shot web-exclusive scenes incorporating
Lexus vehicles -- "but exemplified the fact that Lexus stands for
innovation," Mr. Redniss said.
High engagement is pulling in sponsors who need . . . high
engagement
Some shows are more inherently social than others, and the same
is true with advertisers. For instance, credit-and-charge-card
marketers are big on campaigns that emphasize friends, families and
community. "We did this great partnership," said David Wertheimer,
president of digital at Fox, "with American Express around "Glee'
to promote their Members
Project campaign" -- a feel-good charitable initiative with
the tagline "Everyone can help change the world for the better, one
step at a time."
The season-long campaign not only leveraged off the show's
social buzz, but, said Mr. Wertheimer, "We were able to get the
cast of "Glee' to take part and we used the social-media presence
of the "Glee' characters like Mr. Schuester to promote this idea of
doing good, and Sue Sylvester, obviously on the other side of that
, poking fun at do-gooders."
Mr. Wertheimer said that the fact that Fox showrunners and stars
are increasingly social-media natives -- such as Zooey Deschanel (3
million Twitter followers) of returning hit "New Girl" and Mindy
Kaling (1.9 million) of the upcoming "The Mindy Project" -- means
that "the talent" increasingly gets the value of social-TV
initiatives. Samsung and Pepsi have been among the sponsors of
tweet-worthy "Video Extra" clips for both shows at Fox.com.
Social TV is creating new opportunities for brand
integrations
Even smaller networks can leverage social media to move the
needle, said Greg Kahn, exec VP-business development director at
Optimedia: "With "The Walking Dead' in particular, I think AMC has
done a terrific job with social TV. I think a lot of their shows
have outperformed the norm because of social, and that social
success has extended to the advertisers as well," he said.
Hyundai, for instance, sponsored the Walking Dead Elantra GT
Sweepstakes, and the introduction of the Hyundai ZSM
(Zombie Survival Machine), at Comic-Con this summer. A concept-car
collaboration with Robert Kirkman, the creator of the "Walking
Dead" comic books, the tweet-ready ZSM (available in only one
finish: matte slate gray) included an armored-roof hatch and
hubcaps equipped with protruding blades. Even the
tongue-in-(bloody)-cheek URL for the initiative -- HyundaiUndead.com -- suggests that
social strategies in TV land are alive and well.