SOCIAL TV
reviving TV advertising
PRESENTED BY:

COMPANY BACKGROUND
BARS+TONE is a Digital Media Agency specializing in
innovative and engaging video, online media, visual
effects, and social engagement strategies. With an
innovative approach to new technologies and a true
understanding of the power of the internet, our client
portfolio has grown to include some of the world’s most
respected Fortune 500 companies.
BARS+TONE helps companies and organizations
capitalize on the advent of mobile broadband
connectivity as well as new interactive technologies. We
consult with our clients to strategically leverage digital
media across the web and mobile as an integral part of
their messaging and brand marketing.

1 BACKGROUND
2 THE REVIVAL
3 SERVICES // APPS
4 STRATEGIES

BACKGROUND

WHAT IS IT?
Social TV is described as when a
viewer is engaging with a second
screen (smartphone, tablet, etc…)
while viewing TV, which is known as
the first screen.

SOCIAL TV
A mass reaching vehicle that
can deliver innovative, and
extremely engaging content while
providing new avenues for people to
interact with brands.

SOCIAL TV by the numbers
12.2M social media comments during Super Bowl LXVI
11.7M
GetGlue Check-ins during August 2012
1.2x more engaged than those viewing alone
without a social app

THE REVIVAL

WHAT’S IT DOING?
Social TV has transformed TV from a
one-way communication system to
an interactive dialogue where TV
watchers play an important role in
co-creating the viewership
experience.

WHAT’S IT DOING?
Social TV has transformed “TV
zombies” into actively engaged
participants who pay attention to the
show and its commercials.

WHAT’S IT DOING?
Social TV is helping to bridge media
with data, generating a goldmine of
statistics and information for
marketers to profit from and
optimize campaigns.

HOW DOES IT DO THAT?
Social TV optimizes a viewer’s level
of interest and excitement while
encouraging real-time tune in by
engaging fans via different social
media outlets.

CASE STUDY

20th CENTURY FOX
Created online communities,
called hubs, for Glee, American
Idol, and X Factor.

20th CENTURY FOX
Glee has had its actors and
even characters, like Rachel
Berry, tweet during airtime
engaging with fans to
encourage real-time tune in.

20
RESULTS
th CENTURY FOX
Resulted in…
• 681,413 check-ins for Glee on
GetGlue during 2011.
• 1.2 million social comments
during the season finale of
American Idol.

SERVICES // APPS

GetGlue
Think of GetGlue as a
Foursquare-like check-in to TV,
movies and music with the
addition of a Facebook-like feed
where you can interact with
your friends and other viewers.

GetGlue
A unique feature of the site is
that you can earn virtual
stickers for the shows or
movies you watch and, once a
month, you can request a hard
copy of those stickers, which
get delivered to you via post
mail.

GetGlue + GRAMMYs
The Grammy’s partnered with
GetGlue to run a sweepstakes
promotion where one lucky winner
would receive a pair of tickets to the
annual awards ceremony.

GetGlue + GRAMMYs
During the live broadcast, viewers
were encouraged to check-in on
GetGlue and join the conversation
online surrounding the event.

THE RESULTS
The campaign generated the
highest ratings in over a decade for
the 54th Annual Grammy Awards.
13M
social comments
40M viewers

Umami
Uses proprietary “audio
fingerprinting technology” to
recognize what show/movie a user
is watching. Then, it provides a
customized range of content from
gossip, news, and social chatter
based on the show.

Miso
Combines elements from both
GetGlue and Umami.
Delivers interactive and user-
generated content, check-in
options, and a news feed
feature, all of which are
seamlessly blended in a single
social network.

Miso
Offers a differentiating feature
called SideShows, where fans
can create their own second-
screen content.

STRATEGIES

Twitter
Before the Show
• Incorporate #hashtags into
TV commercials to encourage
Twitter interactions and direct
viewers to online content hub.

Twitter
During the Show
• Use #hashtags on air with a
Call-To-Action.
• Can be quizzes & polls,
reactions to moments….
• Have characters or actors
tweet live.

Twitter
During the Show
• Run Q&As with actors.
• Reward people for interacting
with exclusive content.
• Overall, just be engaging.
Reply, Retweet & Favorite

Twitter
After the Show
• Curate comment highlights
and incorporate in reruns.
• Share next week’s
conversation #hashtag.
• Reward people for engaging.

Facebook
• Set up a fan page for the
show & characters.
• Run quizzes & polls.
• Create a Facebook App or a
game as exclusive content.
• Create Events for episodes as
a reminder to tune-in live.

Facebook
• Monetize fan page by setting
up a fan merchandise store.
• Reward fans by posting
highlights of episodes,
behind the scenes video clips
and interviews.

Final Thoughts
Select a few strategies and
experiment to find out what
resonates with your audience.

Final Thoughts
Ensure all marketing strategies,
from traditional to digital, are
working cohesively to achieve
the same goal.

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FB.com/BarsTone
#BarsToneSocial