PARTNER: truTV // PROJECT: IMPRACTICAL JOKERS: LIVE PUNISHMENT
truTV had an aggressive goal around the 100th episode of the network’s largest show, Impractical Jokers: to get one million people between the ages of 18-49 to tune-in for the Live Punishment Special. This would be a big increase from their regular viewership, but we knew we were up for the task.
Movement Strategy team put together an extremely comprehensive social strategy, media plan and content roll-out to support and extend the campaign.
Facebook event page
The first tactic employed was to create the Impractical Jokers Live Punishment Facebook event. Since the Live Punishment was getting filmed in NYC in front of an audience, putting a Facebook event together made a lot of sense. And more tactically, we wanted to utilize the Facebook event push notification to notify tens of thousands of people to tune-in. To incentivize people to join the event, we created exclusive content that fans could only get by RSVP’ing. And RSVP they did! Leading up to the special, over 30,000 people RSVP’d, which was 170% above our goal.
Vote for a joker hashtag campaign
Starting three weeks before the special, our team employed a strategy activating fans to vote for which Joker they thought would perform the best during the Live Special. By having fans choose a side, we gave them a reason to be loud on social and amplify their fandom on Facebook, Twitter and Instagram using a team hashtag. To support this, we created social cards for them to share their team loyalty.
The goal was set at 4,000 fan votes based on results from previous network initiatives like this. When the dust settled, the votes tallied over 35,000 across Twitter, Facebook and Instagram!
Fan Ambassador Program
The Movement Strategy team wanted to ensure that the biggest fans of the show were doing even more than voting to spread awareness about the special to their friends and social followers. To aid in this, we identified 100 super-fans on Twitter and sent each a personalized invitation to watch the event live. Through these super fans Retweeting our invites, we got over 300,000 organic impressions with nearly all of them sharing the custom graphic.
During the day of the special, we worked with Twitter to secure a promoted trend of the hashtag #LivePunishment. We supported the promoted trend with a war-room that created hundreds of pieces of custom content. The promoted trend surpassed even our loftiest goals, generating over 76 million impressions and over 500,000 engagements!
Real-time war room
With all of this build-up, we needed to make sure that we activated the audience throughout the night across platforms. To do this we ran a very successful war-room with real-time content, a Periscope pre-show right before the airing, Snappy TV to pull live-clips and real-time memes to engage with hundreds of fans as they shared about their excitement.
truTV had over 1 million people tune-in live and 3.7 million people tune-in over the course of the next two days making this the Network’s highest-rated telecast in over 19 months. On social, this show was the #3 ranked show according to Nielsen Twitter TV Ratings for the night (beating out Jimmy Kimmel Live and The Tonight Show with Jimmy Fallon). The live-activation also became a top trend on Instagram, a first for the network.
Cumulatively, this activation set a new benchmark for the network with hundreds of millions of impressions, highly shared content, and hundreds of thousands of unique people talking about the show on social. This will be a tough one to top!