A pioneer in the Social TV space, USA is cementing its commitment by launching an unprecedented number of digital campaigns this summer in support of its slate of summer original premieres. There will be six distinct and unique interactive programs all designed to take the transmedia storytelling and two-screen experience to a new level. Each one offers an expanded narrative beyond the telecast, employs multiple devices and platforms, and puts the fan at the forefront of the digital experience.
"By creating these innovative Social TV campaigns in lock step with our brands, showrunners and talent, we can offer multiple ways to organically drive real-time engagement and capture fan participation," said Alexandra Shapiro, executive vice president, marketing & digital, USA. "Together we can amplify reach and interaction to create meaningful connections to and relationships with our viewers, converting them into Superfans who in turn can activate their friends."
Almost all the digital activations include returning sponsors with whom the network has worked in concert with to develop the multi-platform and socially enabled campaigns. USA has branded its signature approach to advertisers as "Created With" emphasizing collaboration and organic integration. This gives fans new access to these brands along with tangible rewards for engaging in online and mobile activities, such as video sharing, game playing, and participating in the affinity clubs of each show.
"Social TV campaigns like these are enabling our showrunners to dramatically expand their creative canvas to tell the stories they couldn't within the confines of the one-hour broadcast," said Bill McGoldrick, executive vice president of original scripted programming, USA. "These types of initiatives are changing the way that all programming is handled and ensures our shows are developed with multiple channels and audiences in mind."
These are the six engaging and exciting Social TV activations launching in June and July:
COVERT AFFAIRS: Courtesy of Capital One, Sights Unseen is a video-based branching narrative prequel allowing fans to uncover an original story about one of Auggie's early missions as a blinded "handler."