The cast of Jersey Shore swore they would always do a vacation together. Five years, five kids, three marriages and who knows how many GTL sessions later, Snooki, JWoww, The Situation, Pauly D, Vinny, Deena and Ronnie are back together and on vacation in a swanky house in Miami Beach. Our goal was to build upon the legacy of Jersey Shore and generate excitement for the premiere of Jersey Shore Family Vacation by transforming Thursdays into Jerzdays (the day the show airs). The Fist Pump Counter was part of a comprehensive media push that included marketing across multiple platforms.
A fist pump is the ultimate celebratory gesture; it's timeless, it doesn't take itself too seriously, and it's really fun to do. The Jersey Shore family didn't invent the fist pump, but they sure seem to own it. We wanted to spread their excitement for life to their fans. Fist Pump is a progressive mobile web app that captures the number of times the user pumps their fist. It's like a step tracker, only for fist pumps. The fist pumps are recorded over an active session period (or until the user stops and presses the "Submit Score" button) and are ranked within a dynamically updating leaderboard, where users see their score in relation to others. For each fist pump, a user is awarded one point. And on Jerzdays the points per pump are doubled!
This element of the campaign paid off for us big time with an increase in awareness and excitement. The premiere of Jersey Shore Family Vacation was the #1 most social episode of reality TV ever (since the launch of Nielsen's Social Content Ratings), with over 1.9M total interactions across Facebook, Instagram and Twitter during the premiere. Additionally, it was MTV's highest new series launch in 5 years, with 26% of the audience being new to MTV.