In 2 short years, Every Witch Way developed one of the most active, loyal and engaged fan bases for Nickelodeon. The series was the perfect mix of comedy, drama and romance. Its entire cast consistently engaged in social discussions with their fans, and the shows themes aligned to real-world and fantasy tropes that young girls enjoyed.
We decided to tap into this fan frenzy and loyalty to give back to the viewers who made the series are part of their daily lives, while making sure to serve them tune in reminders and drive eyeballs to premieres throughout July 2015.
An SMS sweepstakes was concepted starting at the end of the second to last week of the show. During the sweepstakes, the most loyal fans could text to enter to win one of 6 prize packs which included favorite props from each of the key stars from the series.
In only 7 days, we received 150,000 total entries. Our fans were so passionate about winning part of their favorite show that they entered an average of 16 times per user. The sweeps grew our Every Witch Way SMS addressable audience over 200%.
