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ABC Studios Advisory Panel: It’s Emmy Time!
ABC Studios had been working with Passenger’s customer collaboration platform and client services team to build and grow a private online community around fans of existing and new shows. The goal was to give producers and executives an opportunity to directly connect with viewers, engaging them in ongoing dialogue and incorporating that voice into the development of their shows. This collaborative environment not only gives ABC Studios unique insight into viewer habits, reactions and preferences, it also provides loyal fans an opportunity to affect real change in the storylines, characters and overall creative direction.
In May 2008, ABC Studios worked with Passenger’s community managers to create a special Activity in its existing Advisory Panel community around the popular TV series, “Lost.” In preparation for the upcoming Emmy submissions, ABC Studios reached out to community members who were *not* viewers of the hit TV show to preview several episodes from season four and elicit feedback on which should be submitted for an Emmy nomination. Due to the complex nature of Lost’s storyline, ABC Studios wanted reactions from those not familiar with the show to get an objective opinion on the episode’s standalone appeal.
The engaging discussions in the community and valuable feedback from this collaboration directly influenced the producers’ decision to submit the episode “The Constant” for Emmy consideration. To thank their community members, Lost’s Executive Producers Damon Lindelof and Carlton Cuse gave a special shout out and thank you to the ABC Studios Advisory Panel in their June podcast, featured on ABC.com.
The feedback was right on target, as the producers of “Lost” recently learned of their Emmy nomination for Outstanding Drama Series, as well as six other Emmy nominations for the show (results will be announced at the awards ceremony in September).
Client: ABC Networks
Agency: Passenger
Budget: Undisclosed
Date of Campaign: May 2008
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Webinar Library
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WOM 101
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Ethics Toolkit
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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