At the end of the video, viewers were introduced to an interactive/virtual Graceland house and could click to learn about the show's cast and watch longer-form YouTube vids. In exchange for watching the commercial, they received virtual items like extra game time or better statuses across some 30 different Facebook-based games.
The video achieved a 94 percent completion rate as well as an 11 percent click-through rate, per Selectable Media, a digital shop working with the cable channel. Average time spent on the videos was 1 minute, 21 seconds, according to Selectable Media.
"People who consume social games represent a massive but diverse and highly engaged audience," said Alexandra Shapiro, evp, marketing and digital at USA Network. "The ability to laser-target these authenticated users and enable sampling of our content is critical to driving interest and intent in an increasingly disaggregated media landscape."