AT&T partnered with ABC Family to utilize the power of Pretty Little Liars' passionate Facebook audience and star, Lucy Hale, to encourage fans to take the “It Can Wait" pledge to never text and drive. To communicate this important message, ABC Family created the ultimate fan experience with a Finale Party Facebook application centered around the Pretty Little Liars summer finale. Excitement was built with promotion across all platforms including on-air, abcfamily.com, Facebook, Twitter and Instagram. A custom talent spot featuring Lucy Hale encouraged fans to visit the Finale Party Facebook application where they could take the “It Can Wait" pledge to never text and drive and engage with exclusive Pretty Little Liars content. The application content had to be “unlocked" by fans and was released at intervals throughout the campaign to drive engagement. Content included a Pretty Little Liars Party Pack, a page from the finale episode script, a live chat with Lucy Hale during the summer finale and an exclusive video of Lucy’s reaction to the episode’s epic reveal. To maximize reach among Pretty Little Liars' millennial audience, the app was designed for use across desktop, tablet and mobile devices. ABC Family and AT&T’s campaign raised awareness of the risks of texting while driving and encouraged viewers to stop this dangerous behavior. By harnessing the power of ABC Family’s social fan base and communicating the message through Lucy Hale, the message got through loud and clear. The Pretty Little Liars finale was the most-tweeted series episode ever, which led to huge engagement for the It Can Wait-sponsored Facebook application. The application aggregated all of the social activity and allowed fans to chat live with Lucy and take the "It Can Wait" pledge to never text and drive. Campaign highlights include: - 788,322 total Facebook application views - 297,060 total video views with “It Can Wait" pre-roll - 8:54 time spent per user on day of finale episode - 50,360 fan questions during 1-hour live chat with Lucy Hale - 1,833 "It Can Wait" pledges taken - Pledges and positive fan reactions on Twitter to Lucy Hale’s “It Can Wait" pledge - “that @lucyhale commercial about texting and driving just convinced me for life. #itcanwait" - @katey_marie16 - “just saw @lucyhale’s pledge to never text & drive. You got me convinced! I’ll never do it #itcanwait." - @lucys_haler
Pretty Little Liars Facebook page: https://www.facebook.com/prettylittleliars Post finale application interface (no longer a live campaign): https://www.facebook.com/prettylittleliars/app_465567620175598
