Twitter and Fox partnered on testing a new strategy on leveraging “earned audiences” to drive tune-in and higher social engagement around their hit show, Empire. I discuss for my latest for Found Remote.
For my latest Found Remote article discuss why live tweeting is one of the network’s strongest allies in drawing viewers.
Comedy Central holds a special place in my heart. It’s been in my life since I was 11. An impressionable age. It has been home to one of my favorite shows of all time – South Park for 18 years. It was a family tradition of ours to sit around the TV to watch the latest episodes. Another fond memory from my tween years was watching all the 30 minute comedy specials. I can vividly remember the backdrops to some of my favorites – Mitch Hedberg, Jim Gaffigan, Bill Burr.
Jon Stewart who is this millennial generations’ Walter Cronkite because we essentially grew up with him at a time when we starting not to trust the news has been part of my life since ’96. He helped me pass high school because that’s where I learned my political and foreign news. Yet for all the love I had for the network there were many years where I didn’t feel the love in return. Their target was 18-24 year old BOYS. And it showed. Once they moved away from the comedy specials into original content they seemed to focus on the “Jackass” audience (the movie and well…). I slowly was put off and just tuned into some staples: South Park, Stewart, Colbert.
Then came Key & Peele. I felt like I was the only one watching it Season 1. I so desperately hoped CC would pick it up for season 2 because it didn’t fit into the current programming (in a good way). Then CC began to invest more in their online strategy and slowly the audience grew and people realized the genius of the show. K&P stood out among the white, college-humor shows on the network. The success of the show I credit to CC for changing gears – other people besides white guys are funny. GASP! Combined with offering their episodes on cc.com and YouTube audiences could now discover these shows and share.
Now there’s Amy, Ilana & Abbi, Natasha and soon to be Nikki Glaser. Just like sports, women aren’t watching these shows just because their boyfriends are. We actually do like potty humor, we like laughing at ourselves and our sense of humor expands past just women. As ratings show that the majority of audiences for these show continue to be Comedy Central’s original demographic.
So thank you Comedy Central for finally coming back to your roots and putting out great content once again. For giving these great comedians a chance to show their craft. For recognizing the ladies! I look forward to continuing my love affair in the future.
I recently completed my Masters in Integrated Marketing at NYU in December and finally walked in May. I joined the program because I didn’t have a degree directly related to marketing and found it interfered with my job search. However, while there I learned that my on job experience had prepared me plenty. In class we would discuss current trends in the industry and I’d sometimes find myself in disagreement with other students & professors about where the industry was going. A few of those things came to fruition.
1. HBO needs to be à la carte – This was probably my biggest and longest running debate with classmates and even professors. They would disagree with me (and for good reason) that HBO wouldn’t be able to break their big cable ties. I understood the arguments but in order to survive this digital streaming/”cord-cutter” age HBO would have to offer some kind of online streaming service. I talked about in Lost Remote how they were slowly releasing more and more free content on YouTube, which was a test for them to see if the demand was there. Well they did! Now the next phase is handling the high-demand for their shows such as Game of Thrones where they had some glitches.
2. Estee Lauder needs a younger model – In my Customer Insights class, my group and I worked on Estee Lauder. Their issue was stagnate sales, which signals they’ve penetrated a particular market as far as they can go. Either they have to try and reach a new target or find a new purpose for their products. Based on our research, in order to try and reach a young demographic they would need to re-brand some of the packaging and feature a younger celeb as a spokesperson. We recommended Emma Watson. She represented the brand’s sophisticated image while appealing to a younger target. Estee Lauder ended up picking Kendall Jenner. She’s an interesting choice as the Kardashian clan doesn’t necessarily fit with the brand’s image. Kendall has been in high demand by a lot of designers so I’m wondering how authentic it can truly feel when she represents so many brands. But I’m glad they’re trying to refresh their image.
3. Facebook needs to allow for transactions in Facebook groups – Perhaps my toughest battle was my final Capstone class convincing my classmates and professors that this is a thing. My final project was on beauty swapping. I’m a member of many beauty swap groups on Facebook. Most of them center around beauty subscription boxes because you end up with unwanted samples. I, along with the thousands of members, use these groups to find what I’m looking for and to hopefully barter with products I have. One of the major downsides was that it wasn’t easy to make a transaction within the Facebook group. My business plan was an app that would solve this issue. Facebook recently added a new “For sale” feature in groups and I’ve seen these swapping groups utilizing them.
With creators and stars of Netflix originals encouraging viewers NOT to binge watch their shows, it made me wonder if binge-watching has become a fad. Is it slowly dying out? I discuss for my latest post for The Drum’s Found Remote.