THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 8th Annual Shorty Awards

Bravo and Oxygen's First-To-Market Partnership Activation with Dubsmash

Entered in Emerging Platform

About this entry

The objective of partnering with the emerging, buzzy new app, Dubsmash was to create an immersive activation and storytelling experience for Bravo and Oxygen's core fan base that could involve our fans in a participatory and fresh way. As the app was gaining immense popularity and downloads in the Summer of 2015, we saw that there was something really fun to be done with the cultural phenomenon of Dubsmash's buzzy sound bites of our most popular programming and those fan favorite moments from our biggest franchises Real Housewives and Bad Girls Club. Fan created sounds and dubs from our franchises were already starting to populate on the app organically, so we knew there was a habit we could tap into and blow out deeper. Knowing that our biggest assets (being two Cable TV networks) were our content and our on-air platform, we ideated around how we could merge the usage of our most popular show sound bites with the on-air programming.Additionally, a consistent goal of Bravo and Oxygen's is to reward our most passionate fans for being our biggest advocates and evangelists. We wanted to up the ante and give them their recognition in a fun, quirky and interactive way to be able to further celebrate their favorite shows.

Why does this entry deserve to win?

The objective of partnering with the emerging, buzzy new app, Dubsmash was to create an immersive activation and storytelling experience for Bravo and Oxygen's core fan base that could involve our fans in a participatory and fresh way. As the app was gaining immense popularity and downloads in the Summer of 2015, we saw that there was something really fun to be done with the cultural phenomenon of Dubsmash's buzzy sound bites of our most popular programming and those fan favorite moments from our biggest franchises Real Housewives and Bad Girls Club. Fan created sounds and dubs from our franchises were already starting to populate on the app organically, so we knew there was a habit we could tap into and blow out deeper. Knowing that our biggest assets (being two Cable TV networks) were our content and our on-air platform, we ideated around how we could merge the usage of our most popular show sound bites with the on-air programming.Additionally, a consistent goal of Bravo and Oxygen's is to reward our most passionate fans for being our biggest advocates and evangelists. We wanted to up the ante and give them their recognition in a fun, quirky and interactive way to be able to further celebrate their favorite shows.

Results

Our exciting results were measured in a few ways: Participation and usage of our Bravo and Oxygen sounds in the Dubsmash app, number of Dubsmash videos created/shared, ratings performance of the special episodes and, perhaps most importantly, press coverage from industry outlets covering our innovative and first-to-market partnership.

Upon execution of the partnership, we were excited to see great results around the reach, participation and industry awareness that we garnered:

Dubsmash Content Performance:

Bravo: Real Housewives of NY Reunion Episode sounds were played 827k times within the Dubsmash App and 133k Dubsmash Videos created, 13.7k Dubsmash Videos shared

Oxygen: Bad Girls Club Episode sounds were played 1.5MM times within the Dubsmash App and 172k Dubsmash Videos created, 30.5k Dubsmash Videos shared

Press stories around the partnership included Cynopsis, AdWeek/Lost Remote, Mobile Marketer

On air, The Real Housewives of New York City Dubsmash at 10pm on 8/20 drew 150,000 P18-49, up +17% from the prior four week time period average. And the Bad Girls Club Dubsmash Edition on 9/22 at 8pm drew 120,000 F18-49 (source Bravo & Oxygen Research / Nielsen).


Media

Entrant Company / Organization Name

NBCUniversal - Bravo/Oxygen

Links

Entry Credits