menu

How MTV’s Skins Used Social Media To Boost Popularity Ahead Of Actual Broadcast

How MTV’s Skins Used Social Media To Boost Popularity Ahead Of Actual Broadcast
Advertising

Leveraging the popularity of social media, MTV's reverse marketing campaign for its show, Skins, seems to have been a success.

Naresh Kumar
  • 18 january 2011

After a much hyped up promotion on social media sites, MTV’s teen drama Skins finally debuted in the US this week. By initiating a social media campaign around the series on Facebook, Tumblr and other networks long before it even started airing on TV, the channel has done the reverse of what is usually the norm-establishing a show and then building social media sites about it. The experiment looks very promising; Skins already has over 5 million video streams on the web and close to a million views on its own community site, Skins.tv. It has also clocked over 8,000 followers on Twitter and around 36,000 Facebook “likes”, all before it debuted on the small screen. And obviously, MTV is hopeful of converting the show’s popularity on social media into high TV ratings as well. MTV’s social media manager, Tom Fishman, shares the company’s social media campaign:

But in the last year, we’ve been engaging in a two-way conversation with the MTV audience in general, asking what they like and what they don’t like. And this is another facet of that conversation.” Social media has become a full-time customer service job at MTV, Fishman added. “When we dedicated resources to engaging full time and understanding the nuances of what was being said across social media. So rather than just feeding communities and letting it just take off in all directions, with a largely hands off approach, we had people sitting at a desk all day to feed that conversation back to us internally so we could address any issues in a public forum.”

MTV Skins Paid Content: “MTV ‘Skins’ Strategy: Aim For Social Hit First, TV Hit After”

Advertising
Trending

Turn Any Wearable Into A Mental Health Tracker

Fitness / Sport
Work Yesterday

Amazon Is Experimenting With A 30-Hour Work Week

The online retailer is launching a pilot program that will allow a technical team to work with a considerably shortened schedule

Fitness / Sport Yesterday

How The Rio Olympics Stood For More Than Just Games

PSFK rounds out the Rio Games with our picks for the finest moments beyond sports

Trending

Get PSFK's Latest Report: Future of Work

See All
Retail Yesterday

Mobile Travel App Embraces Cognitive Computing

The Orlando Tourism Board is looking to IBM Watson to provide personalized local recommendations for visitors

Automotive Yesterday

Bike-Friendly Apartment Building For Swedish Cyclists

A residential space is being designed for commuters to easily transport goods

Advertising Yesterday

Nike Takes Over An Entire City Block With A Giant Running Track

The Unlimited Stadium is shaped like a 100-meter sole print of the brand's LunarEpic sneaker

Gaming Yesterday

Fortune Cookie Service Brings Bad News To Your Doorstep

To promote their new delivery service Blackbox, the creators of Cards Against Humanity are delivering unfortunate messages in an edible form

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Arts & Culture Yesterday

This Picture Frame Could Be The Lava Lamp For A New Generation

Slow Dance makes real objects appear to move in slow motion

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Automotive Yesterday

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Augmented / Virtual Reality Yesterday

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Advertising Yesterday

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Yesterday

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

Design Yesterday

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

No search results found.