America's Next Top Model has an extremely passionate fan base who LOVE to offer up their opinions. All season long we engaged with them through Facebook Live videos that aired concurrently with each episode, creating a deep second screen experience. The challenge was to take this to the next level in a way that hit on two main objectives: eventize the finale to drive tune-in and engage the loyal fan base in an elevated way.
VH1 and GLOW executed a first-of-its-kind interactive Facebook Live Stunt where the fans got to assist one of the judges, Paper Magazine Creative Director Drew Elliott, to decide everything from the clothing to the accessories to the ways the models posed.
The Live Fan Challenge featured 4 fan-favorite models, multiple live fan polling elements and user highlighted commentary helping to direct an actual photoshoot. All polling and comment features were built custom in-house by GLOW's talented interactive team.
At the end of the live, they got to play judge by selecting the top photo from the fan-favorites which was revealed in a bumper during the finale directly driving tune-in.
As a result, we brought the show to the fans, harnessed their power of conversation and gave them the ability to play a role in their favorite show.
This activation is above and beyond how brands are currently using Facebook Live, and the results speak for themselves:
- 2.2M+ Reach
- 950K+ Views
- 80K+ Engagements
Fans didn't hold back telling us how much they loved it:
- Jaybee A: I think this is the most amazing live ever done on Facebook.
- Morgan M: You should do this every cycle
- Albert S: CW who? This is f-ing amazing.
- Maddy T: This is awesomeeeeee!!!!
- Clair B: I'm really enjoying this. Go, Courtney and Tatiana!
- Efrain G: OMGAWD HE SAID MY NAME!