USA’s Psych pushes social TV boundaries with The S#cial Sector

By Natan Edelsburg 

Following up on the tremendous success of the award-winning ‘Hashtag Killer,’ USA’s Psych has just launched ‘The S#cial Sector’, an eight-week multi-platform murder mystery. Directed by Kirsten Nelson (co-star Chief Vick), the competition can be accessed via desktop or tablet at and Tweeted using #SocialSector.

The plot will center on a reality competition in which one contestant is voted off each week. When Shawn and Gus (series stars James Roday and Dulé Hill) discover the eliminated contestants are turning up dead, they enlist fans to help catch the killer. Solving the case will require fans to utilize mini-games, crowding-sourcing challenges and a message board where fans can discuss theories about the mystery and post video responses to weekly challenges from the show’s characters.

According to Jesse Redniss, senior vice president, Digital, USA Network, “This Social TV activation reflects our ongoing efforts to push the boundaries of storytelling across every screen and harness the immense power of fandom by creating a deeper connection our viewers.”

Even without The S#cial Sector, Psych is already generating a tremendous amount of social buzz in anticipation of February 27th’s season premiere. Psych launched a slumber party on Friday (two weeks before the current season is set to begin) and generated 172,000 social mentions as a result.