In late 2013, Univision wrapped up the fourth season of its hit dance competition show, ¡Mira Quién Baila! (MQB), growing audience engagement with all-star celebrity lineups, exciting choreography, plenty of emotions and unique content and experiences. One of the most exciting stories around social media was the show’s wildly popular Instagram account. Branded as #MQB, the show established itself on Instagram as a one-stop destination for beautiful images of the contestants and performances, backstage “first reactions," exclusive videos and selfies from the celebrities themselves and up to the minute, live images from the dance floor. The show’s principal and celebrity hashtags also ranked among the top TV series hashtags for Sunday nights this fall. From fans’ hashtag voting to save their favorite star, to giving them candid access to celebrities via Instagram videos behind the scenes, “¡Mira Quién Baila!" offered new and innovative ways to take part in the action-packed fourth season via Instagram. For Univision, Instagram was the best tool for visual storytelling, taking viewers backstage, to the dressing rooms and to rehearsals, giving them exclusive access to the stars and special guests – essentially making fans part of the show. Additionally, Univision offered exclusive content on Instagram. This included: 1. Selfies of the first reaction from the winners as well as those that were eliminated. Immediately after a contestant was eliminated or saved, we posted a reaction and a thank you message to the fans 2. Exclusive serenades, invitations and access to guest stars; El Dasa and Larry Hernandez sang an exclusive serenade for the fans and Jencarlos Canela took fans to his dressing room 3. Instagram dancing lessons with the choreographers. Fans also got an opportunity to re-create some of the steps on their own through choreographies 4. Halloween pranks. Univision’s social media correspondent brought fans closer to the stars through interviews, Halloween pranks and other fun activities 5. Behind the scene scoop and confessionals – We gave fans full access to the stars, producers and choreographers During the 2013 MQB season, the Instagram account grew by 130% according to Statigram. In addition, the MQB season finale had three times the level of engagement on Instagram than the Dancing with the Stars season finale. Additionally, we saw 4x the engagement actions on the MQB instagram handle than the Twitter handle.
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