Television

Suits Season 2 FB App: Are You a Real Suitor?

https://us.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/02/24/comedy_central.jpg?itok=iYmJIMyy

Brand and communication objectives:

Promoting television shows - be it reality or drama or even comedy for that matter - is really serious business. Especially in a cluttered television space that is vying for audiences glued to their favourite programs. Viacom18 owned Comedy Central India, the Indian version of Comedy Central devoted to catering to our constant need to laugh, launched a social media game for the second season of its legal comedy drama series ‘Suits’.

The objectives were twofold:

  1. To capitalize on the show’s wide appeal and provide a refresher to audiences before the second season
  2. To drive eyeballs to the latest episodes of the show

Target Audience: Information on Demographics and Psychographics of intended target audience

Comedy Central reaches an affluent, internet savvy audience. The average viewer is a working professional whose television viewing time is fairly limited.

Campaign Details:

How we achieved our outcome, including creative & media communication strategies and execution.

Comedy Central created conversations around Suits through a “Suits challenge”. It tested die-hard fans of the show to find out if they have what it takes to be a real Suitor. It used an innovative approach of creating a treasure hunt across the web. Fans needed to hunt for clues across social media – spanning Comedy Central’s gamut of properties – Facebook, Twitter, Pinterest and YouTube. Fans needed to watch a video on YouTube to complete a quote, find a hint on Pinterest image board or tweet with a hashtag #IfIWereJessica to @comedycentralin. In true Comedy Central spirit fans also needed to research funny laws and odd facts to complete the game.

The game consisted of six levels and with six questions around the six key characters thereby increasing familiarity and recall. Participation was further incentivized with exclusive custom made Suits merchandise.

The game was marketed through a mix of television and on-line promotions. And the fans loved it. Over 50,000 participants signed up to test their “Suits Quotient” giving us 308,000 page views and 199,160 unique views. A fairly healthy bounce rate of 30% proved that audiences were engaging with the content.

Results:

Comedy Central used a unique technology of weaving different social media platforms into a single game creating a truly platform agnostic experience. The application was integrated with Facebook and Twitter allowing fans to sign in and post and tweet without leaving the gaming interface.

Another tricky element from a technology point of view was creating the mechanics of a Treasure Hunt. Fans could only move forward if each question was answered correctly. While they could keep trying again and again they were only eligible to win if they got all the questions right in their first try. This means that the backend needed to differentiate between users with single tries and users with multiple tries and throw up a unique “result page” for each category. This fed back into the campaign strategy of separating the true Suits fans from the others, while still keeping all participants engaged up to the end.

The final question - did this campaign succeed in driving audiences to Suits Season 2? The answer is a resounding yes. Social media conversations around the show increased and the show hashtag  #SuitsS2onCC trended in India. 

Latest Reads

https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/event_captaa.jpg?itok=5aXQ-9HZ
Event Capital announces the 4th edition of Nickelodeon Windmill Festival

Mumbai:  The 4th edition of India’s largest festival for kids, Nickelodeon Windmill Festival, an initiative of Event Capital and Tribe Asia, is all set to take place on 22nd and 23rd February, 2020 at JioWorld Garden, BKC in Mumbai. The festival offers a wholesome experience for toddlers, pre-teens...

Television TV Channels Kids
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/star-sport.jpg?itok=UiDI9AqM
Star Sports Network to televise Naman Awards 2020 on Friday

MUMBAI: Board of Control for Cricket in India (BCCI) organised the twelfth edition of its prestigious annual award, Naman on 12th January 2020. During the event, BCCI recognised cricketing excellence showcased by the Indian cricketers during the year 2018-19.

Television TV Channels Sports
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/discovery.jpg?itok=uuGtWYJt
Discovery Channel to celebrate Republic Day with ‘India On Film’

MUMBAI: Discovery Channel, India’s leading destination for real-life entertainment, will celebrate 70 Republic Day of India with a special documentary ‘India On Film’, a unique two-part documentary film, narrated by versatile actor Rahul Bose. The film explores never seen before archival footage...

Television TV Channels English Entertainment
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/andprive.jpg?itok=Zecxkhbm
&PrivéHD premieres ‘Gloria Bell’ on 25 January

MUMBAI: From Academy Award-winning director Sebastián Lelio comes a sophisticated romantic comedy that shows love can strike at any time, relationships are never simple, and nothing can get you down as long as you keep dancing. But, there’s always another side to a story. &PrivéHD brings the...

Television TV Channels English Entertainment
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/zeel.jpg?itok=zEIFGiIz
ZEEL’s consolidated revenue stands at Rs 2048.7 crore in Q3 FY20

Zee Entertainment Enterprises Ltd (ZEEL) and its subsidiaries for the quarter ended 31 December 2019 on Tuesday. For the third quarter of FY20, ZEEL reported consolidated revenue of Rs.20,48.7 crore. EBITDA was Rs.5,65.8 crore with an EBITDA margin of27.6 per cent.

Television TV Channels GECs
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/sangeeta.jpg?itok=sPz0P8nG
NBCUniversal India gets Sangeetha Aiyer as marketing head

Former head of marketing: Network18 Digital, Sangeetha Aiyer, has been appointed as the head of marketing, NBCUniversal India. She will be responsible for the marketing, digital and promotional strategy of Universal Pictures theatrical products in India.

Television TV Channels People
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/sony2.jpg?itok=MEWso-8T
Sony Pictures Networks opts for on-ground promotion for Australian Open 2020

Massification being the end objective, Sony Pictures Networks (SPN) is planning to go big in promoting the prominent sporting events that will take place this year. Moreover, the broadcaster also revealed the new on-ground campaign initiatives to promote the first grand slam of the year to Indian...

Television TV Channels Sports
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/animal.jpg?itok=trAY6LnJ
Animal Planet’s unveils new series ‘The Lion Kingdom’

MUMBAI: Animal Planet has been dedicated to bringing to the fore incredible stories from the animal kingdom. Taking yet another step in this direction, starting 27 January, at 9 PM, the channel is all set to premiere an incredible 10-part series ‘The Lion Kingdom’ which will take viewers at the...

Television TV Channels English Entertainment
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/colors.jpg?itok=HYR1Kbfp
Colors to premiere 'Naati Pinky Ki Lambi Love Story' on 27 Jan

MUMBAI: Colors will bring heart-warming love story Naati Pinky Ki Lambi Love Story from 27 January. The show will trace the journey of Pinky who is short but feisty, a fighter but also a dreamer, perceived as flawed but hope to find her true love.  Produced by Bodhi Tree Multimedia, Co-powered by...

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories