Adweek’s Michelle Castillo has reported about an impressive social TV campaign that Pretty Little Liars on ABC Family launched with Audi. “Official social media sponsor Audi will be Snapchatting exclusive bonus content from the ABC Family program and the show’s stars in real time.” Here’s how it will work and why this is an important moment for Snapchat and social TV.
How it will work:
The PLL audience is always looking for exclusive content to help get more information about the show,” said Mark Rejtig, svp of national sales for ABC Family. “The nature of Snapchat will create the sense of urgency since the images appear quickly. It’s an interesting way to deploy content to our rabid fans.”
Rejtig said each message—or “snap,” in the mobile-social platform’s vernacular—will connect directly with the scene that is airing to help foster chatter about the teen drama, marking the first time concurrent Snapchat content will be lined up with a TV program. The campaign will also be pushed through the program’s official Twitter handle and via the social media accounts of Ian Harding, who plays Ezra on the show and has 1.34 million Twitter followers.
Why this is important:
Not only has PLL innovated with Snapchat here but they’ve found a way to incorporate a major advertiser. This is one of the first big cases of Snapchat going beyond just a gimmick.