Last week, Bravo unveiled three initiatives – ‘Select a Scene,’ ‘Mobile Pass,’ and social commercials – that will comprise a large part of its 2014 social TV strategy.
Bravo has already begun to utilize social commercials, which feature photos and videos that viewers submit through social platforms. #GiggysBFF – which we covered two weeks ago – asked fans to submit photos of their pets via Twiter and Instagram for the chance to have their pets featured in a commercial with Giggy, cast member Lisa Vanderpump’s Pomeranian.
“Bravo is always looking for ways to push the envelope in the digital space and create more engaging opportunities that excite our viewers and advertisers,” said Lisa Hsia, Executive Vice President of Digital, Bravo and Oxygen Media. “With these new initiatives we are able to offer a 360 experience, allowing our passionate fan base to interact before, during and after our programming.”
More details on the three initiatives via the press release:
Select a Scene: A first in the unscripted space, fans will now have the chance to influence on-air broadcasts by inviting them to “Select a Scene,” and decide what content they crave most. For example, do you want to hear NeNe’s side on the pajama party gone wrong or Kenya’s? Kicking off with the re-air of “The Real Housewives of Atlanta” Reunion Pt.1 on April 27, viewers get to decide what point of view they want to see more of by using Bravo’s Play Live experience. “Select a Scene” will be incorporated into future programming throughout 2014. Play Live has generated unprecedented levels of digital engagement to-date, with over 11 minutes of digital time spent per user per 30-minute episode, and over 20 minutes per user per 60-minute episode. In addition, participating sponsors have received as much as 4x higher brand favorability lift from Play Live versus their on-air in-program placement norm.
Mobile Pass: Later this year, Bravo will unveil Mobile Pass, a location-based experience that will connect fans with must-have, on-the-go content such as breaking news, sneak previews and opportunities to interact with the network’s shows and Bravolebrities. A first in the industry, Mobile Pass delivers content that allows sponsors to connect directly with Bravo fans using geo targeted alerts for coupons and special offers when they are close by. The exclusive content will include real-time message alerts about events happening on-air, fan and cast member Q&As, social media recaps from talent, and advance access to show content.
In the coming year, Bravo will continue to roll out “Social Commercials,” a new product that focuses on fan recognition through on-air vignettes. The network recently launched #GiggysBFF, a social vignette which debuted in March during commercial breaks of “The Real Housewives of Beverly Hills.” The spot served as a call to action for fans to submit their pet photos with a chance of having their fuzzy friend appear in an on-air spot alongside Bravo’s beloved Giggy. The #GiggysBFF campaign garnered more than 30,000 photo submissions.