never.no and Syfy partnered to create a socially infused on-air promotional driver to an app for Sharknado 2 called “Go Shark Yourself!”
The campaign was a custom branded experience where viewers used the app to insert a selfie of themselves into a Sharknado. They could then share on their social networks or submit the image for use in the TV promo.
Using never.no’s Social TV platform, Syfy collected the incoming Sharknado images and displayed the best user-submitted images in the on-air spot.
The social spots drove awareness of the app helping to garner significant downloads.
Jeannine Irons, Director of Social Marketing at Syfy said: “We were very happy with the outcome of the Sharknado campaign. The never.no team was a great partner on this project and led us through the entire process.”
The social spots also helped drive viewers to the premiere of the ‘Sharknado 2’ movie that almost tripled the ratings of the original Sharknado. The spots were part of a fully integrated social promotion strategy that led to the highest ratings of the year for Syfy.
3.9 million viewers tuned in to Syfy to watch the premiere of Sharknado 2, compared to 1.4 million viewers for the first Sharknado premiere in 2013. As a result of the momentous ratings, Sharknado 2 is now Syfy’s most watched original movie ever.
Footage courtesy of Syfy