Objectives

The Voice hits all the right notes, but what's happening on social really sets The Voice apart. The show is built from the ground up to have the most consequential, entertaining social experience on television. Fans expect nothing less from the show that pioneered Social TV.

With that legacy in mind, each season we ask how we can make that Social TV experience even more meaningful with these goals:

• EXTEND STORYTELLING:
  • We carefully coordinate with Coaches and artists to share their experience on social to get their authentic personalities to shine through.
  • Integrate social on-air, not as a cutaway, but part of the regular action.
• ENGAGE AUDIENCES: Meaningfully connect with The Voice community through original content, talent activations, and high impact social campaigns.
• CREATE URGENCY: Make each episode an event with live social activations tied directly to the on-air show.

The Voice met these goals and more, with millions of fans engaging with our content and regularly setting records on social platforms.

Strategy and Execution

The following features – representing just some of this year's high profile activations – demonstrate how The Voice integrates Social more deeply than any show on television.

CONNECTION

• The Voice Instant Save: The most successful Social TV integration of all time, encouraging fans to send millions of tweets each season. Each week fans vote via tweets for the artists they want to save from elimination and results are shown on-air in real time.
• Skybox: The Voice's dedicated on-air segment to showcase social, used for social calls to action, sharing UGC content, showcasing backstage Vines, discussing Twitter conversations between talent, and more.
• Personalized Content For Fans: We found ways to interact with fans one-on-one throughout the season by having users tweet at us with a specific hashtag to generate content made just for them. These included #ChairMeUp, with fans using the hashtag received a graphic with their name on the back of a Voice chair.

COLLABORATION

• Influencers: We work with a wide range of creators and influencers, each adding their unique voice to the conversation. These have included major Viners, Tumblr Creatrs, Instagram video artists and more.
• Social & Messaging Platforms: We partner with all of the major social platforms, but here are a few special highlights:
  • Facebook | Live Backstage Video: First ever partnership with a TV show to create and publish live, BTS content.
  • Bitmoji: Custom Voice emoji stickers on one of the most popular keyboard apps, a first for a broadcast show.
  • Snapchat: Integrated our artists' snaps while they watch themselves on the show into Our Story, a unique feat of both content and engineering requiring specialized development.
  • Instagram | Zero Gravity Room: Installation with Instagram of a room backstage built on its side to produce mind-boggling, buzzy photos.
  • Tumblr | Fan Art on Broadcast: Integrated GIF art from fan submissions and Tumblr influencers into a performance by Team Pharrell.

CONTENT

• #BehindTheVoice: A full social experience that brings fans behind the scenes every step of the artists' journey all season with intimate photography, videos, GIFs and pre-show events.
• Voice Tailgate: The only native-social preshow for a TV show, with original content unfolding exclusively on social platforms. Featured Voice Coaches, artists, influencers, celebrity fans of the show and press as they mingled backstage and shared the experience directly on their handles and The Voice's accounts.
• Veterans Day: Partnered with The Office Of The First Lady to post a special Veterans Day video message from Michelle Obama.
• #VoiceYourFreedom: Worked with Pharrell to activate across our social media during his live performance of "Freedom" on The Voice. His performance was both sung and performed in sign language. The official Voice handle and the artists on the show posted videos of them signing the word for freedom and encouraged fans to also do the sign and explain what freedom meant to them in their communities.

Results

• Twitter
  • The most tweeted series of 2015 on Twitter! (Source: Nielsen, ranked on unique authors/tweets)
  • The Voice on 12/8/15 is the most social reality series episode of 2015 (Source: Nielsen, ranked on unique authors/tweets
  • 282,900 people sent 1.4 million Tweets about The Voice on 12/8/15 and 2.3 million people saw those Tweets a total of 15.7 million times.
  • The Voice episode on 12/8/15 garnered the most tweeted series minute of 2015 with 216,587 Tweets at 8:53 pm ET after people were tweeting their votes.
  • We beat ourselves for the top tweeted minute. Previously, it was The Voice on 4/28/15 at 8:57 pm ET with 182,000 Tweets.
  • Most followed TV entertainment series on cable and broadcast (Listen First)
• Facebook: Most likes of any reality series on broadcast and cable
• YouTube: Most subscribers of any reality series on broadcast and cable
• Vine: Most followers of any reality series on broadcast

Media