Voting for the winners of Guys Choice, which debuts Friday at 9 p.m. on Spike TV, was up 115 percent compared with last year, and the cable network credited an exclusive tab on its Facebook page for the bulk of the increase, at the same time announcing social initiatives related to the event with Facebook, Twitter, foursquare, Tumblr, GetGlue, GroupMe, Instagram, and Shazam.
The event was taped this past Saturday at Sony Pictures Studios in Los Angeles, and Spike bills it as “the fifth annual tribute to all things male.”
In addition to the preshow voting, targeting the nearly 375,000 fans of Spike’s Facebook page, other social networking initiatives for Guys Choice included:
Twitter: The cable network has been Tweeting about the event since the first press release about it was issued in May, actively promoting the #GuysChoice hashtag, generating more than 1,100 Tweets, and retweeting fans who use the hashtag. #GuysChoice and other show-related hashtags will be featured on-screen during the broadcast, and “MAN-bassador” Stacey Keibler will serve as the red carpet/Twitter host for the online preshow.
GetGlue: Spike worked with the entertainment-based social network to create exclusive Guys Choice stickers, including some that fans will be able to unlock during the broadcast Friday night by checking in.
GroupMe: Guys Choice became an official GroupMe featured group June 1, allowing users to create their own groups to discuss the event. Spike is providing exclusive content and tune-in reminders to those groups, and the cable network promoted GroupMe during the taping.
Instagram: Spike featured photos from the taping on its Instagram account, posting pictures from the red carpet, backstage, and the event itself to Facebook, Twitter, and Tumblr, as well as tagging them with relevant Twitter user names and the #GuysChoice hashtag.
Shazam: Guys Choice will be the first-ever U.S.-based awards program to offer viewers a second screen on their mobile devices via Shazam, which will ingest the audio broadcast of the show and provide exclusive related content.
MTV Networks Entertainment Group executive vice president of digital media Erik Flannigan said:
For this year’s Guys Choice, we wanted to explore innovative partnerships that will help our audience experience and share the show in new ways. Our audience taps into social media multiple times per day already, so it is critical that we create fresh ways to extend Spike into those platforms. Guys Choice gave us a terrific opportunity to try several at the same time.