Client: USA Network
never.no teamed up with USA Network to create interactive social spots promoting the finale of detective comedy-drama series, Psych.
USA asked Psych fans to submit their best crying Gus impressions via Instagram and Twitter using the hashtag #SadGus. never.no’s Social TV platform Story was used to collect the incoming Tweets and Instagrams and choose selected photos to be sent for onair playout. Winners’ photos and comments were featured in a 15sec spot that aired in the Psych episode.
The #SadGus promos attracted more viewers than other promos or commercial minutes in the episode with uplift of 48%.
387K P18-34 and 736K P18-49
- +39% and +48% higher than other promos
- +34% and +44% higher than the other commercial minutes*
The social spot drove strong engagement – young viewers watched for longer and tuned in for commercials more than other episodes during the season.
P18-34 viewers tuned in for 4 minutes longer with 19mins length of tune compared with 15mins for other episodes. There was also a higher percentage of viewers watching commercials.*
Psych was the #4 most buzzed-about cable entertainment program when the campaign aired on 3/19, receiving 16K Tweets.
Lars Lauritzsen, CEO at never.no said:
“This is further convincing proof that our Story product delivers on its promise. The Return on Investment in these early projects has already been staggering. As customers start taking more advantage of Story’s viral and tail functionality, we will see the value of certain TV spots double and triple. We believe the TV spot is in for a major paradigm shift, and never.no looks to power it.”
* Source: Source: Nielsen, 3/19/14, 9-10p, promo minute average excludes #SadGus promo minutes, Live+SD data; SocialGuide (ranked on live or new episodes)