Television

Suits Season 2 FB App: Are You a Real Suitor?

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/02/24/comedy_central.jpg?itok=Y-nus5Nd

Brand and communication objectives:

Promoting television shows - be it reality or drama or even comedy for that matter - is really serious business. Especially in a cluttered television space that is vying for audiences glued to their favourite programs. Viacom18 owned Comedy Central India, the Indian version of Comedy Central devoted to catering to our constant need to laugh, launched a social media game for the second season of its legal comedy drama series ?Suits?.

The objectives were twofold:

  1. To capitalize on the show?s wide appeal and provide a refresher to audiences before the second season
  2. To drive eyeballs to the latest episodes of the show

Target Audience: Information on Demographics and Psychographics of intended target audience

Comedy Central reaches an affluent, internet savvy audience. The average viewer is a working professional whose television viewing time is fairly limited.

Campaign Details:

How we achieved our outcome, including creative & media communication strategies and execution.

Comedy Central created conversations around Suits through a ?Suits challenge?. It tested die-hard fans of the show to find out if they have what it takes to be a real Suitor. It used an innovative approach of creating a treasure hunt across the web. Fans needed to hunt for clues across social media ? spanning Comedy Central?s gamut of properties ? Facebook, Twitter, Pinterest and YouTube. Fans needed to watch a video on YouTube to complete a quote, find a hint on Pinterest image board or tweet with a hashtag #IfIWereJessica to @comedycentralin. In true Comedy Central spirit fans also needed to research funny laws and odd facts to complete the game.

The game consisted of six levels and with six questions around the six key characters thereby increasing familiarity and recall. Participation was further incentivized with exclusive custom made Suits merchandise.

The game was marketed through a mix of television and on-line promotions. And the fans loved it. Over 50,000 participants signed up to test their ?Suits Quotient? giving us 308,000 page views and 199,160 unique views. A fairly healthy bounce rate of 30% proved that audiences were engaging with the content.

Results:

Comedy Central used a unique technology of weaving different social media platforms into a single game creating a truly platform agnostic experience. The application was integrated with Facebook and Twitter allowing fans to sign in and post and tweet without leaving the gaming interface.

Another tricky element from a technology point of view was creating the mechanics of a Treasure Hunt. Fans could only move forward if each question was answered correctly. While they could keep trying again and again they were only eligible to win if they got all the questions right in their first try. This means that the backend needed to differentiate between users with single tries and users with multiple tries and throw up a unique ?result page? for each category. This fed back into the campaign strategy of separating the true Suits fans from the others, while still keeping all participants engaged up to the end.

The final question - did this campaign succeed in driving audiences to Suits Season 2? The answer is a resounding yes. Social media conversations around the show increased and the show hashtag  #SuitsS2onCC trended in India. 

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/15/Sony_Marathi.jpg?itok=gd2Uqx84
Sony Marathi aims to fill need gap in the market

Sony is taking the plunge into the Marathi general entertainment market to compete with Zee Marathi, Zee Yuva, Colors Marathi and Star Pravah.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/ndtv.jpg?itok=G6JI38LH
NDTV India reverts to pay channel from FTA

NDTV has decided to convert its free to air (FTA) channel NDTV India as a pay channel with effect from 15 September. On 8 April 2016, NDTV India, the Hindi news channel, started its FTA journey. Prior to that, the channel was a paid service priced at Rs 3.37 on direct-to-home (DTH) and addressable...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/tyson.jpg?itok=zxfKx9sB
Mohamedali pulls no punches, ropes in Mike Tyson to launch the global Kumite 1 League

Kumite 1 League, the first global team Mixed Martial Arts league, is all set to host boxing legend Mike Tyson.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/news.jpg?itok=pYr3369_
Times NOW & Mirror Now announce a special line-up to celebrate the 72nd Independence Day

As India gears up to celebrate its 72nd Independence Day, India’s leading English news channels, Times Now & Mirror Now, announce their special programming line-up to celebrate the spirit of freedom.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/fernandes.jpg?itok=ZWXeOW8Z
Changes in Senior Management & Board of Directors of lnduslnd Media & Communications limited, a subsidiary of the Company

The Board of Directors of HVL on August 13, 2018 have noted  that  Board of Directors of lnduslnd Media & Communications Limited ("IMCL"), a subsidiary of HVL has:

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/neeraj.jpg?itok=ZvLk4ckd
Sab's Aladdin to be relevant to the new generation

Sony Sab is all set to transport viewers to an age-old story with a modern twist. After giving three new launches this month, it is close to launching the fourth one Aladdin: Naam Toh Suna Hoga, produced by Peninsula Pictures, which will be aired on 21 August, Monday to Friday at 9 pm. Its recent...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/asia-cup.jpg?itok=L-YXgemt
Star Sports to telecast Asia Cup in Hindi, English, Tamil

The Unimoni Asia Cup 2018 is all set to commence from 15 September and will see Asian neighbours – India, Pakistan, Bangladesh, Sri Lanka and Afghanistan - fight for the trophy. Star Sports, the official broadcaster, has released its first film for the tournament which speaks of the unique aspect...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/13/zoom.jpg?itok=KkVHZdxQ
Zoom Studios launches its second series, ‘Ready 2 Mingle’

After the resounding success of The Reunion, The Zoom Studios, the original content arm of zoOm styled by Myntra is back with its second series- Ready 2 Mingle.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/13/pl.jpg?itok=XC7xv3jD
CPL 2018 becomes first T20 league to stream live on Twitter

The Hero Caribbean Premier League has recently announced its collaboration with Twitter to live stream all matches of the 2018 season in 54 countries.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories