TV Show Gets Re-Cut As Webisode Based On Social Network Comments

TV Show Gets Re-Cut As Webisode Based On Social Network Comments

The Vampire Diaries rewards engaged fans, and in-show advertisers, with an extended online strategy.

Allie Walker
  • 1 february 2013

Traditionally, a TV show’s success has been judged by its Nielsen ratings. But now more and more, a show’s social cachet plays heavily into the definition of ‘success.’ Measurements including how many fans a show has, the level of conversation surrounding a show, and fan engagement (offline and online) have all become part of the equation for a show’s ‘reach’— instead of just how many people tuned in to watch.

TV shows that rank high on the social rankings aren’t necessarily the most highly rated– CW’s Vampire Diaries is often one of the most ‘social’ TV shows of the week, yet ratings are negligible. By Nielsen standards, the show ranks as the 122nd most popular broadcast show in the key 18-49 demographic. That’s behind the perennially low rated (but cult favorites) 30 Rock and Community. So how, against competition with a stronger ‘reach’ and ‘popularity’ (in traditional Nielsen terms), do shows like Vampire Diaries, 30 Rock, and Community attract advertisers? These shos point to their highly engaged, social fan bases as a way for an advertiser to extend their reach.  And if a show can continue to create conversation after the initial primetime airing, then arguably, an advertiser can reach a greater (and more engaged) base than with a traditional ad buy.

Vampire Diaries Rehash 2

The Vampire Diaries rewards its most social fans (and extends its reach) by ‘rehashing‘ each new episode as an online webisode. The latest episode gets presented as a highlight reel, ‘a weekly roundup of [fans] best reactions to the latest episode.’ The webisode gets posted on the show’s microsite and Facebook page, and the host of the webisode (one of the stars of the show) calls out fans by name. Fan comments are shown next to a scene from the episode, creating incentive for fans to tweet during the show as well as watch the webisode online later to catch their 15 seconds of fame.

The ‘rehash’ also gives advertisers the opportunity to reach viewers across multiple platforms. AT&T, an in-show advertiser, presents the ‘rehash.’ But instead of airing a typical preroll ad before the webisode starts, AT&T takes a backseat to the content, with the host simply reminding fans that the show is presented by AT&T. The approach creates a more natural viewing environment, and although AT&T is mentioned several times during the 4 minute show, it never feels like the advertiser is hijacking the content. While buying Vampire Diaries across multiple platforms will never give AT&T the same exposure as say, buying a spot in the Super Bowl, integration with the popular show on multiple platforms gives the brand access to a younger, more engaged audience.

Vampire Diaries distinguishes itself from competitors with this multi-platform ‘360’ approach, showing advertisers the benefit of a small, but social audience. The strategy also brings into question the future of TV ratings and the best way to judge a TV show’s popularity.

Vampire Diaries


DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers


Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 27, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)


Future Of Work
Cultivating The Next Generation Of Leaders

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.