NBC Entertainment Marketing tasked Digital Media Management with creating a social influencer campaign that would generate awareness and drive tune-in for the Hairspray Live! broadcast and second screen Facebook Live experience. Influencers were invited to visit the set, meet with talent, and watch the live taping from a VIP viewing area – all while promoting with #HairsprayLive.
Digital Media Management partnered with 20 all-star influencers, with backgrounds in music & entertainment to participate in this once-in-a-lifetime experience. The campaign would incorporate content tailored for multiple social platforms, including Facebook, Twitter, Instagram, Snapchat, YouTube, and Musical.ly.
Eight influencers were responsible for hosting the Hairspray Live! Facebook live. This social squad was granted exclusive access to the set & prop house where they were able to watch rehearsals, mingle with the cast in hair and make-up, and capture engaging social content with Facebook live host, Darren Criss.
12 additional influencers joined the social squad on show day to participate in the Facebook Live event, and enjoy all the perks of the VIP platform which included photo opportunities and access to the show's official VIP after-party - key opportunities for buzz worthy social content.
In addition to the onsite initiative, Digital Media Management + NBC Entertainment Marketing sent out over 100 Hairspray Live! viewing kits to targeted influencers around the country. The kits included wigs, hairspray, t-shirts, and other exciting surprises that encouraged influencers to promote the show while using #HairsprayLive.
Hairspray Live! was the No. 1 worldwide trend throughout the east and west coast broadcast. The digital influencers' 240+ cross-platform posts garnered more than 3.1 million interactions and reached over 49 million through Facebook, Twitter, Instagram, Snapchat, YouTube, Musical.ly. The Facebook Live video has been viewed over 3.9 million times. Media outlets including Mashable said, "the show ended up shining brightly on social media."