Free for all members
Wednesday, Mar. 12, 2007 | 12:00 ESTDial in and find out how NBC was able to use WOM techniques to generate significant word of mouth excitement for the series premiere of Bionic Woman, specifically amongst T.V. viewers aged 18-49. Join Terry Dry and Melissa Taylor of Fanscape to learn some of the specific WOM marketing techniques they used to get people talking about "Bionic Woman," including:
- Creating the "Bionic Assessment Test" viral game as an online hook, which then functioned as the centerpiece of Fanscape's marketing campaign (www.bat-test.com). A combined game score of over 75% unlocked featured content from the yet-to-be-aired pilot of the show. An embeddable badge boasting the user's Bionic percentage enabled further spread of the game through social networks.
- A combination of targeted grassroots and WOM placements on blogs, social networks, online communities, and more.
- Partnering with well-trafficked entertainment, gaming, and lifestyle sites to promote the launch of the T.V. show and viral game.
Using word of mouth marketing to drive viewership, the premiere episode was able to lead the highly coveted 18-49 demographic for the evening and was the highest rated premiere across all networks for Fall 2007. The online portion of the campaign garnered over 700,000 direct tool interactions and 200,000 completed plays of the viral game. Overall, editorial and messages about the viral game was viewed by 5.5 million unique web users.
Find out how you can apply some of these same techniques to your next WOM-worthy project!
Featured Speakers:
- Terry Dry, President/Co-Owner, Fanscape
- Melissa Taylor, Senior Director of Marketing, Fanscape