The #PLLarmy is one of the most creative, loyal & engaged fan bases in the television universe. In order to keep these superfans engaged & active during the spring hiatus, we wanted to do something that no television network had ever done before to reward fan loyalty and build awareness & anticipation around our summer premiere.
To meet our objectives, we developed an initiative that invited Pretty Little Liars fans to co-create our summer marketing campaign. We let fans choose where we should advertise, and then we let them develop our creative tactics!
We created a multi-phase campaign that kicked off during the spring finale & invited fans to submit their art for the chance to have it featured in our summer ad campaign, including our print ad in Seventeen Magazine. We created a marketing website to anchor the campaign, refreshing content weekly with new opportunities for fans to provide their input on the development of our campaign:
Phase 1—Fans submitted their art for a chance to be featured in the June/July 2015 issue of Seventeen Magazine
Phase 2—Fans voted & then submitted user-generated content that would be featured within our campaign:
-Voted for the magazines where our ads would run
-Voted for the websites where our ads would run
-Voted for the TV shows where we would run commercials
-Voted for the social networks where our ads would run
-Created social shareable graphics
-Created GIFs & video montages featuring fan favorite "ships" from the show
-Created video spots about the #CharlesIsA storyline pushing to the summer premiere
One of the most innovative elements of the Pretty Little Campaign was our fan "social promo maker." This tool allowed fans to create their very own promo for the upcoming season of Pretty Little Liars. The promo maker was split into a simple 3-step process:
-Select ten clips from the clip library we provided from the season 5 finale
-Select a piece of music from options we provided
Select the playcard and enter the name for their promo
Fans responded to the campaign in record numbers, thrilled with the opportunity to influence our marketing strategy & the creative that brought it to life!
There were over 1,700,000 million page views to PrettyLittleCampaign.com over a 1 month period
There were over 318,000 unique users
There were over 620,000 views of fan submissions