In this “new media” world finding the right mix or balance between traditional media, on-line media, and social media is a hot topic of conversation. Recently I found a model with the potential for financial success.
I’m talking about the television show Rizzoli and Isles starring Angie Harmon and Sasha Alexander with Lorraine Bracco, Lee Thompson Young, Bruce McGill, and Jordan Bridges. It airs on TNT during the summer and winter break and I think it’s on the right track.
Not only is it an interesting mystery - crime - drama with character driven story lines that is available for live on-line streaming during the East-Coast airing time but it also has a very active and consistent social media aspect to it.
In social media “consistency in engagement” is key to success. The actors, producers, writers (including Tess Gerritsen, the author and creator of the book series the show is based on), and even some crewmembers are reliably on Twitter connecting with fans during both the eastern and pacific viewing times (and also during non-air-times as well). They are all actively engaging the audience and the fans are truly grateful.
One of Rizzoli and Isles best social media aspects and maybe the most innovative/ creative marketing parts is that the characters are interacting with each other and fans on Twitter. Their world (which we view on the TV screen) merges with our world as the characters come to life via their “in character” tweets. Their Twitter conversations with each other at times seem to be extended or rather enhancing show storylines and very often because of the characters personalities are humorous. The characters are tweeting even while the show is on hiatus thus enforcing “consistency in engagement” and providing even more value to the fans.
I do know that the show trended four weeks in a row on Twitter. It began with #RizzoliandIsles and then split off to also include #RandI to allow for longer tweets. Not all tweeters have switched over to #RandI so I’m not sure how the show trended for the rest of the summer.
Kudos to whomever put together the social media plan of action. Congratulations on being picked up for a third season. Since three seasons is usually a requirement for broadcast syndication audiences will most likely be able to watch Rizzoli and Isles for a really long time.
I can’t help but think – by making the TV show accessible on the television, accessible on-line without a wait, providing added ‘treats’ and updates on Facebook, by having both the cast and crew interacting with fan’s on Twitter and, also bringing the “characters” to life on Twitter – that this won’t pay off in the pocket books of those involved with the TV show.
If you want to be a part of what I’ve written about, Rizzoli and Isles will return to TNT on Monday, November 28th at 10 PM. To join the east coast viewing audience go on-line and watch (stream) TNT live. Make sure to follow #RizzoliandIsles and #RandI on Twitter and get to know the characters @JaneRizzoli and @MauraIsles
I don’t know of another TV show out there using this model of reaching their fans. If another does exist please let me know. I would love to hear about it and research it.
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