Men go to battle. Women wage war. Drawing on best-selling author Philippa Gregory’s rabid fan base, we set out to drive buzz and build a social audience within Facebook, Twitter, Pinterest, and YouTube. It was imperative to let people know that the incredible story of The White Queen was going to unfold on television. And for female drama lovers, there was nothing else like this out there – a unique twist to a true story, told from the point of view of three powerful women. Our task with social media was to build a growing intrigue into this world, and its many different characters.To build familiarity with the characters and storyline in both an interactive and compelling way, we created an extensive Family Tree experience. This allowed people to keep up with the complex and ever changing familial relationships, using color and typography to illustrate their allegiances within the Wars of the Roses. The tree also extended deep into the past, showing a history of the conflict between the houses of Lancaster and York. After each episode aired, the family tree would animate, showing marriages, births and deaths. Optional, timely polls were designed to engage viewers after the airing of each episode. The polls were simple, fun, and easily to complete – each with a video component for users to watch before voting. Multiple polls were given per episode, with social media posts driving users to cast their votes. The experience lived on its own website, on starz.com, and on a Facebook tab. Ascend to the Throne was another digital experience, giving people the chance to answer questions in order to uncover their royal history. When the questions were completed, users would experience an auto-scrolling story, which seamlessly integrated their answers into a very personal history. This unique story could then be shared on Facebook, with a link encouraging others to enjoy the experience. It lived on its own website and on starz.com. We also launched the first ever Pinterest page for The White Queen; a strategy implemented to focus on our female fan base. And Philippa Gregory, best-selling author and Executive Producer of The White Queen, did a live Twitter Chat and Spreecast, answering real time and sourced questions from Facebook and Twitter. The results of our social media campaign were outstanding. The White Queen featured as a Facebook business success story after implementing a target Block, seeing a 9 point increase in tune-in among adults 35-44. There was also a 25-point increase in awareness of the show, and 25 million people were reached in the target demographic of women aged 25-54. The month leading into premiere, we grew our Facebook page by 412% and Twitter by 147%.
https://twitter.com/WQueen_Starz https://www.facebook.com/business/success/starz http://www.pinterest.com/whitequeenstarz/ http://ascendtothethrone.com/ http://www.twqfamilytree.com/
