One of the challenges of summer programming is, well, getting people to watch. As a marketing vehicle, social TV is more important than ever during the slower months, and USA is ramping up its efforts with six sponsored campaigns to support its slate of summer original premieres. And the campaigns are coming along with big-name sponsors.
For example, with Covert Affairs, viewers will be able to tune into “Sights Unseen,” a separate video prequel that offers an original story about one of Auggie’s early missions. It’s sponsored by Capital One. Other shows, like Burn Notice and Necessary Roughness, will also feature expanded content.
“Social TV campaigns like these are enabling our showrunners to dramatically expand their creative canvas to tell the stories they couldn’t within the confines of the one-hour broadcast,” said Bill McGoldrick, EVP of original scripted programming at USA. “These types of initiatives are changing the way that all programming is handled and ensures our shows are developed with multiple channels and audiences in mind.”
Here are the six campaigns:
– Covert Affairs: Courtesy of Capital One, Sights Unseen is a video-based branching narrative prequel allowing fans to uncover an original story about one of Auggie’s early missions as a blinded “handler.”
– Burn Notice: The award-winning comic book will return with Volume 3 entitled First Contact, going deep into the show’s mythology by telling of the story of Michael and Fiona’s first mission together.
– Necessary Roughness: The Nico Files is an interactive video web series that allows fans to learn more about the mysterious fan favorite Nico after the credits role.
– Royal Pains: By logging onto to USA’s Character Chatter or engaging through Viggle, fans can unlock behind-the-scenes video shot on location in the Hamptons, as well as exclusive cast and producer interviews, outtakes, and more, sponsored by Toyota.
– Suits: Presented by Lexus, Suits Recruits is a multi-platform, real-time storytelling experience in which fans join the Pearson Hardman Corporate Network, are assigned their first case and can consult with their favorite characters through text, audio and video.
– White Collar: Brought to you by Ford, Neal’s Stash is a crowd-sourced cross-country treasure hunt in which fans are challenged with tracking down an old score, stolen from Neal and Mozzie long ago.
These efforts complement USA’s Character Chatter and ongoing relationships with Viggle, Shazam, Miso, GetGlue and other third parties.