When ABC’s “Scandal” went on its grueling, two-month midseason break, it would have been easy for it to drop off pop culture’s radar, leaving opportunity for another phenomenon to take its place in online conversations.
Fortunately “Scandal” is no stranger to the social media marketing game and is a leader in driving online conversations, both during the season and on a break. Instead of letting fans disperse, adopt a new show or forget about the jaw-dropping drama, the “Scandal” social media team never let the show leave the consciousness of fans by embracing social currency, cultivating their community and launching a scandalized content marketing campaign.
Whether your brand is in between a big a launch or your industry is out of season, you can still keep engagement going by supplying your audience with some scandalous marketing.
Embrace Social Currency
How much is word of mouth marketing worth to you? Considering consumers trust their social circles more than brands, it should be a whole lot. Stir up some word of mouth marketing social media style by accepting social currency in exchange for exclusive perks. Since Scandal fans were rabid for content, the show leveraged this enthusiasm by offering an exclusive sneak peek, with a price tag of 10,000 Instagram likes.
The result?
It encouraged fans to interact with them and work together for a common goal, a taste of Scandal. The result? More than 15,000 lnstagram likes! A great win-win situation, “Scandal” got some buzz and fans got the exclusive content they wanted.
Television shows aren’t the only one who can get in on the social currency action. The Four Seasons in Chicago reached a younger demographic by launching a campaign where they “Let a post settle the bill.” To attract a new hip and influential consumer, the Four Seasons launched #PartyAtAllium. The campaign’s first initiative was a lunch deal that included a three-course prix fix menu priced at $28.00. Oh did, we mention that customers could pay for their meal as a social media post?
To get the most bang for their buck, err post, the Four Seasons targeted young professionals with heavy influence on social media.
The result, The Four Seasons saw a spike in online conversation which led to an influx of both return customers and new ones. Another win-win situation.
Find out what your audience wants and give it to them at the cost of social currency. Whether it’s a small video, giveaway or special event.
Announcing the three winners of the #partyatallium photo contest! Thanks to all for making the night a great success! pic.twitter.com/SAe7yNXGKF
— Freebie (@freebie_app) August 23, 2013
Encourage your audience to form a community
Any major fan will tell you that waiting for “Scandal” main character Olivia Pope to come back from break is like going through withdrawal. But what is there to talk about if there’s no show?
Exactly that!
Scandal embraced the hashtag #CopeWithOutPope so fans could connect with each other about the fact that there beloved show is on break and how they’re coping with the void in their lives.
Only #2days left to #copewithoutpope! Get ready with this brand new @ScandalABC sneak peek! http://t.co/soJu2z68Bz -kw’s krew
— kerry washington (@kerrywashington) February 25, 2014
Maybe you don’t have murder, election rigging or cliffhangers to get your audience talking, but chances are they’re talking about something. Listen to your audience and find commonalities to bring them together. Ask about what improvements they’d like or how they use your product or your services. If they’re excited for future products, promotions or an event, use that to form your community.
Feed Your Audience’s Appetite
Content marketing isn’t just hype, it’s here to stay. Since audiences devour content, you need to feed them. Despite the long hiatus, “Scandal” fans could still find original content on social media to briefly satisfy their cravings. The show’s social media properties were ripe with short videos from characters, teasers, trivia and more. For a fan wanting to get their “Scandal fix,” they just had to interact with the show on social networks.
Create a content calendar and look at an actual calendar to find days that fit with your brand. Whether it’s a holiday, causal Friday, or International Pancake day, look out ahead and leverage it to ensure your brand is in the conversation. It also gives you an excuse to remind everyone when your next big launch, event or product is coming.
Enter promo code “Scandal100” for $100 off registration until March 7, 2014!
