Play Television & HootSuite - The Twittersodios Case Study

OneTelevision and El Barco - Play Child Case Study - Using HootSuite To Create New Using HootSuite for real time experience User Case Study Case Study Experiences engagement over multiple Twitter profiles IntroductionPlay Television wanted to create a The Twittersodios recreated the world of El Barco on Twitter, allowing anyone tomore participatory TV experience for become a part of the story in the hour prior to the airing of each TV broadcast. Fansthe audience of El Barco, combining were more immersed in the story lines, thereby increasing the success and popularitythe real-time nature of Twitter with of the show.each episode to bring the show tolife. They named this experience theTwittersodios, and used HootSuite to Play Television, a Transmedia Producer out of Spain, recently brought the charactersmanage the 14 Twitter profiles for each of Spanish Television series El Barco to life via Twitter, creating profiles for each ofof the characters involved. the fictional characters as a way to interact with fans. The collective profiles were a crucial element of a Twitter experience which they called Twittersodios, and they gained over 90,000 followers in the duration of the campaign. El Barco is produced by Globomedia for Antena 3. Thanks to Twittersodios, the show gained numerous fans, and the popularity spilled over into multiple social networks. The challenge Twittersodios was launched with three clear objectives: to ensure online activity complemented the story of El Barco; to share additional clues with fans; and to enhance the overall experience by allowing viewers to talk directly with the characters. The spirit of the Twittersodios was also defined from the start: It needed to be an experience where episodes were recreated for fans in real timeMultiple Profiles - One Platform: through dialogue with the characters, on Twitter.The Twittersodios campaign requiredPlay Television to manage multiple The diverse team behind the Twittersodios was supported by the writers of theprofiles with a small team to monitor show, but the actual number of people managing the online experience wasmentions and hashtags. The teamcollaboration and handy search small. Therefore, they needed a collaborative platform that could allow them tostreams available in the HootSuite quickly and reliably access multiple accounts, as well as keep a keen eye ondashboard ensured the team could be mentions of brand terms, keywords and hashtags. Finally, the tool would need toefficient with their engagement. handle short, high-volume bursts of acting before each episode.

Play Television and El Barco - Using HootSuite for real time experience Case Study engagement over multiple Twitter profiles The solution Meet the characters: The following HootSuite was the tool of choice for Play Television because of its reliability, ease profiles were managed using team of managing multiple accounts through tabs and columns, monitoring options collaboration tools in HootSuite: and intuitive interface. Through HootSuite, the small team transformed the @BEstrellaPolar, @nhoa_89, scripts for each character in El Barco, bringing 14 different Twitter profiles to life, @tlmaco, @YoBurbuja, engaging with fans and discussing the events in each episode. @cap_montero, @dlcuadra, @esecachodepiti, @JuliaCWilson, The following HootSuite features were heavily relied upon to ensure the success @just_vilma, @L_Gmboa, of the Twittersodios: @palomar_es, @ramlocke, @Salo_Mar, @stlademar Team collaboration options to manage multiple team members and Twitter profiles. Search streams for monitoring hashtags and keyword mentions related to El Barco. Follow-up responses from team members. Message assignment to other team members/characters. As a result, the Play TV team was able to collaboratively publish over 150 RTs, messages and @replies from all Twittersodios profiles every week. Results While Twitter was a social network largely unknown to the El Barco audience, the results far exceeded all expectations. When the project began before the first official TV broadcast, the suite of Twittersodios profiles only had 100 followers between them. By the time the final episode aired, that number had ballooned to approximately 90,000. “In the second season we will Additionallly, the Twittersodios became a Twitter trending topic in Spain almost continue using HootSuite, without every Monday the series aired. This success was a direct result of careful hesitation” - Play Television monitoring of messages and hashtags on HootSuite, allowing the team to see what content resonated with audiences, and adjust their strategy to ensure that fans were fully engaged.Play Television, in collaboration with management of multiple Twitter profiles Follow up:Antena 3 and Globomedia, launched through HootSuite, the Twittersodios twitter.com/hootsuiteTwittersodios this year, an experience and El Barco were hugely successful blog.hootsuite.com/mediathat allowed fans of the show El Barco by the end of the first season, earning Visit hootsuite.com/plans for Basic, Proto interact with characters before each multimedia attention throughout Spain. and Enterprise packagesbroadcast. As a result of the complex

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Play Television & HootSuite - The Twittersodios Case Study

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Play Television & HootSuite - The Twittersodios Case Study Document Transcript