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MTV: America's Best Dance Crew - Season 3
Challenge
- Reach a targeted audience of primarily 18 - 24 year old women via digital word of mouth strategies to promote awareness for the 3rd and biggest season of Randy Jackson presents America's Best Dance Crew and help drive tune-in
Execution
Our expert social media strategists and digital publicists leveraged a variety of digital word of mouth tactics including conversational marketing, influencer outreach, and social content creation to efficiently and cost-effectively market to MTV's desired demographic. Our long-term relationships helped us achieve featured coverage on sites such as BritneySpears.com and MyYearbook.com, a leading social network that caters to the young female audience we targeted. Our strategy was to give every targeted online user a compelling reason to listen and engage with the content provided, allowing us to more effectively deliver the message of tune-in.
Results
- #1 Cable program in it's time slot with 12-34 year olds
- 67% ratings increase from season 2 among key demographic
- Over 3 million viewers tuned in to the show finale
- Over 10 million unique views of Fanscape placed content
- Over 10,000 incidents of consumer feedback
- Over 3.4 million video views of show teaser clips
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