Client: A+E Networks UK/Lifetime
Project: Born This Way
A+E UK Engages Social Audience and Celebrates Diversity with #BornThisWay
never.no is very proud to support A+E UK’s heart-warming social promos for the Emmy Award-winning docu-series ‘Born This Way’.
The Lifetime series provides an intimate look into the lives of young adults with Down’s Syndrome, who each have a story to tell: stories that everyone can relate to. We get an insight into their lives as they pursue goals, explore friendships and romance, work, and overcome challenges.
The programme also celebrates the role each young person plays in their family. This celebration inspired A+E UK to reward their Facebook fans for sharing photos and stories by featuring them in unique promos on TV and on social media.
The response on the Lifetime® Facebook page, praising the show’s celebration of diversity and relatable approach to Down’s Syndrome, has been immense and positive. People have been keen to interact and eager to share their own stories and photos of loved ones.
--“The light of my life #Bornthisway” says Amy Daily
--“My gorgeous Brother Charlie who's 16! He makes our world a better place” says Nina Aslett
During the last 4 weeks of the premiere episodes, A+E has used never.no’s Social TV platform STORY to collect viewer-submitted photos, then create, approve and deliver unique promos for air. This interaction has been feeding the Facebook community with direct and positive engagement with the program and extending reach across platforms.
A+E is also using STORY to thank their Facebook family with a Born This Way 'super mix' which includes every photo submitted. The video was shared with the Facebook community after the final premiere episode of the season, giving everyone their moment to shine.
- Lifetime is available on Sky 156, Virgin 208, Talk Talk 329 & BT 329
- Lifetime website: www.lifetimetv.co.uk and Twitter: @LifetimeTelly
- The Emmy Awards 2016 - Born This Way won an Emmy for Outstanding Unstructured Reality Program and was nominated twice in the Outstanding Picture Editing For An Unstructured Reality Program category.
Lifetime® is a female-focused entertainment network dedicated to offering the highest quality original programming spanning scripted dramas, distinctive factual entertainment and feature-length Lifetime Original Movies. Lifetime is part of the A+E Networks UK® channel portfolio, which includes HISTORY®, Crime + Investigation®, H2® and new free-to-air channel BLAZE™. Lifetime is available on all major pay TV platforms across the UK and ROI. The UK launch of Lifetime in November 2013 marked the European debut for the brand, one of the leading female targeted cable networks in the US. Lifetime reaches over 170 million people in the US and Canada, and has recently launched in South East Asia and Sub-Saharan Africa.
About A+E Networks UK
A+E Networks® UK is a joint venture between A+E Networks® and Sky. Its portfolio of quality factual and entertainment channels includes HISTORY®, Lifetime®, Crime + Investigation®, H2® and new free-to-air channel BLAZE™. A+E Networks UK launched in November 1995 and now operates 20 channels, broadcasting into 64 million homes across 90 countries in the UK, Scandinavia, Benelux, Central & Eastern Europe, Africa and the Middle East. The venture has offices in London, Warsaw, Copenhagen, Amsterdam and Johannesburg.
never.no’s Social TV platform STORY allows content producers and agencies to intuitively gather, manage and insert social content into live TV programming or traditional advertising by aggregating user-generated and geo-located content from major social media sites or 3rd party sources.
STORY-VR offers the ability to render individual variations of video ad or TV promo spots within minutes, making every spot placement unique. Our ability to add live or near live engagement with ad/promos has already proven to increase ratings, engagement levels, dwell time and purchase intention when compared to traditional spots. Not only does STORY-VR enable unique content versioning, it also provides tools to respond to engaged viewers with offers or to even tell them when they are to be ‘on-air’.