The Shahs of Sunset Gold Bar Sweepstakes connected the Shahs cast appreciation for gold with a stunt fans couldn’t resist participating in. Bloggers and the cast drove #Shahs chatter about the sweepstakes during the Season 1 Marathon building anticipation on Twitter for the premiere. Ryan Seacrest and Andy Cohen joined the fun activating a “Fear of Missing Out" for fans to drive live tune-in. Throughout the Season 1 Marathon and a special Cast Social Edition, bloggers Live Tweeted with the Shahs cast, held gold themed “Fandom Viewing Parties," & tweeted about all things #Shahs reminding fans to enter the sweeps. Bravo’s own handle, @bravotv, tweeted out fun videos of the cast talking about their gold connection. The sweeps ran from noon EST to 12:45A PST, with two winners, one during the ET & PT premieres with winners announced at 9:45p ET/PT at 9:45p to keep chatter going through the west coast premiere. The winners were announced via Twitter.The Gold Bar Sweepstakes leveraged premiere day anticipation to amplify real time conversation with an incentive that also engaged those who might tune-in to Shahs of Sunset Season 2 for the first time. This strategy helped fuel the incredible results – with 1,875 entries in less than 13 hours! Fans gravitated in droves to the relevant, fun, easy and quick way to connect and share the sweeps, and talent also responded and kept the conversation going – connecting both with bloggers and fans. The Today Show as well as a number of other press outlets picked up the news. The buzz held strong straight through the PT premiere, encouraging fans to tune in and join in for their chance at a unique opportunity to win a bar of gold! This stunt used multiple platforms to extend Twitter buzz throughout the day. From the On-air Marathon on Bravo, to the connection with our bloggers and use of other social platforms like Facebook and Tumblr driving to Twitter, you couldn’t miss the invite and incentive to join in the chatter. The results speak for themselves. Gold Bar Sweepstakes • 1,875 ENTRIES in less than 13 hours (@Bravotv - 357,980 followers) Day of Premiere Twitter Campaign Metrics • 12,594 mentions of #Shahs on Twitter on 12/2/12 (compared to 178 #Shahs mentions on 12/1/12) • 1,072 mentions of #ShahsofSunset on 12/2/12 (compared to 102 #ShahsofSunset mentions on 12/1/12) • 1,518 new followers to @Bravotv handle on 12/2/12 • Twitter mentions of #Shahs with the word “gold" on 12/2/12: 2,285 • Day-of-premiere Twitter activity for the Season 2 premiere was 27,656 tweets, up 216% from the season 1 finale. Influencer Live Tweet • 700,000 first-degree impressions across Twitter, Instagram, Tumblr and Blogs • 3,400 social actions (consumer RTs, replies, comments etc.) • 250 influencer conversations/pieces of content promoting before & during the premiere Shahs Premiere Day Ratings • All buzz on premiere day around #shahs helped drive Shahs of Sunset premiere ratings to 2.3 million total viewers and 1.4 million in A18-49. The season two premiere was up +102% among A18-49 and up 106% among total viewers from the season one premiere.
Company Info: Bravo Media Consumer Marketing Team 30 Rockefeller Plaza, 46th Floor New York, NY 10112
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