Social Media Goes Live for BSkyB
The Intelligent Positioning social media team are leaders in TV fan interaction and backstage live social media, with celebrated work on the award winning Must Be The Music and An Idiot Abroad.
With Got To Dance, a show presented by Davina McCall and a record breaker for Sky1, the IP social media team became part of the production.
About Got To Dance
Got To Dance, produced by Princess Productions and filmed at Pinewood Studios, showcased the best dancers in the UK with the aim of finding a winner to take home the record prize of £250,000. In a relatively well-known talent format, judges Kimberly Wyatt, Ashley Banjo and Adam Garcia decided on the semi-finalists, then it was down to the public to vote for their favourites to win.
Sky Social Media Approach
There is however a twist to the show’s presentation. And this is where the specially focused Social Media strategy came in.
During the live shows, Davina McCall reads out social media messages that have come in live from fans within the 90 second performance for one of the Acts. These messages are taken from Twitter, Facebook and Live Chat and are used to add interaction, substance and to gauge fan reaction to the performances, that is why they need to be as live as possible.
When the tweet or Facebook post is identified it is transferred to the Princess Production gallery via “Cat and Mouse” technology. This then gets accepted by the editorial team. Intelligent Positioning’s offering is a Social Media first insomuch as this had not been done, with such a live context, on any show before.
Social Media Asset Management
IP also managed, designed and maintained all Got To Dance social media assets for BSkyB, offering an “always available” approach. This ingratiates the fan base, and offers a closer association between the brand and the fan. IP’s Social Media team can tailor tone and content of responses to suit the individual user or remain neutral and to provide value added information to all fans, prior, during and after the show.
The Social Media Results in Numbers
- – Total YouTube channel upload views in 3 months 3.9 million
- – Total Facebook fans (10 fold on previous year) 95K
- – Facebook page impressions exceeded 67million
- – Total Twitter followers (6 fold on previous year) 11.5K
- – Total Tweets throughout series 2155
- – Total TwitPics Views 30K
If you would like to find out more about the project or receive a case study, give me a bell.