Bravo Now is a first-of-its-kind second screen companion-viewing app for mobile handsets and tablets pushing bonus content that is synchronized to Bravo programs encouraging fans to engage with the show, Bravo’lebrities and other fans. In this latest release, Bravo expanded the deep, companion viewing experience from event only basis to become a staple offering on every episode for every original series on Bravo. Fans can now access exclusive bonus content, join a curated social conversation based on the topics and themes from the episode as opposed to just the latest tweet, catch up on the talent blogs and video.. Bravo supported this new release by cross-promoting this latest innovation on-air, online, on mobile, across social media was selected by iTunes as a featured app for several times.With the return of Shahs of Sunset for a second season, one of networks hottest new series, Bravo saw an opportunity to create a dynamic and interactive experience that gave fans a deeper way to engage with the show. A weekly, live, social conversation hosted by one of Bravo’s ultimate insiders – Andy Cohen’s assistant Daryn Carp anchored Bravo Now’s Shahs of Sunset experience. Each week, Daryn took fans on a behind the scenes journey interviewing producers and cast members about their reactions after watching the real-life events captured in the show. Did a major fight just go down between Asa and GG? Bravo Now users got to see the cast members’ immediate reactions during the broadcast. The hosted experience continued throughout the week as fans submitted questions to Daryn via twitter about what they wanted her to find out. These questions were then answered during the following week’s episode. Excited fans later re-tweeted the answers to their questions – amplifying the conversation around the show. Producer fun facts gave fans details about how some of the seasons’ explosive moments were captured and what happened when the camera’s weren’t rolling. The experience seamlessly integrated behind-the-scenes video content with polls, trivia, photos, and social calls-to-action. The new Shahs of Sunset experience was a big success! Page views per visitor increased 88% compared to Bravo’s most social show, The Real Housewives of Atlanta, and time spent in app increased by 17%. Overall page views also increased by 7% versus the earlier release. Bravo’s affluent audience craves a deeper connection with the shows and talent; and this app gives Bravo a dynamic new platform to engage fans during the show and share their reactions, comments and passion. As a result of the success of this campaign, Bravo continues to increase the depth and breadth of second screen content and remain a leader in social interaction and fan engagement across all devices.
Company Info: Bravo Media Consumer Marketing Team 30 Rockefeller Plaza, 46th Floor New York, NY 10112
