“I can’t go on Twitter tonight because I haven’t watched The Voice yet.”
The merging of social media and television means a constant real-time feed of information, predictions, reactions, and, of course – ruined plotlines. For those consumers who record shows for later viewing, this can halt the use of social media for a period of time in order to avoid reading play-by-plays before watching the actual show.
The above dilemma demonstrates the power with which social media has infiltrated traditional media such as TV. Social networks, especially Facebook and Twitter, allow users to engage in online discussions around their favorite shows. Based on metrics like impressions and trending topics, and with the help of features like hashtags, popularity can be determined. For instance, the top new series – not according to overall views, but to total social media mentions on the day of the premier – is Nashville.
This provides a new wealth of information for marketers to pull from. Consumers are more engaged than ever with television and social media, and inserting brands and products into those current conversations will bring about increased visibility.
Luxury fashion retailer Neiman Marcus is leading the way in this profitable marketing opportunity. In partnership with Target, they created an entire campaign around the TV drama Revenge. The exclusive Target Neiman Marcus collection sponsored the Nov. 11 “midseason finale” episode.
This goes above and beyond the usual social media mention, product placement or thirty second advertisement. There was an actual storyline to follow – about ten total minutes of content – throughout the hour-long show. This kind of subplot is said to be a “whole new level of integration,” as well as a “moment in marketing history.”
Target and Neiman Marcus strategically inserted themselves into a television show that attracts their target customer. This will increase general product awareness along with social visibility. The campaign included the hashtag #GiftofRevenge on Tweets from all of the brand and company Twitter handles. A digital video is also available online.
As social capabilities continue to increase, more opportunities for marketers will emerge. As shown above, social media optimization (SMO) can align seamlessly with advertising efforts. There are copious ways in which trends on TV and social media can intermix and capitalize on each other. If optimized successfully, this combination can greatly increase customer acquisition and sales.