Spike’s Guys Choice Awards is getting an unprecedented amount of social media promotion, as the cable network is teaming up with Facebook, Twitter, Instagram, Shazam, Foursquare, Tumblr, Smilebooth, GetGlue and GroupMe for the awards show. The social media blitz is designed to raise awareness for the awards show and increase broadcast tune-in while also tapping second-screen apps to help drive engagement with viewers.
The Guys Choice Awards were filmed last Saturday night, but will see its first broadcast Friday, June 10 evening beginning at 9 p.m. EDT (and 9 p.m. PDT on the West Coast). Spike has already leveraged social networks like Facebook, which was used for pre-show voting, and Twitter, with live show talent tweeting during the taping.
According to MTV Networks Entertainment Group EVP of Digital Media Erik Flannigan, with whom we spoke by phone, the social media strategy was designed to tap the specialty of each network to amplify interest in the broadcast. “Why not let social interactions amplify what was happening in the taping,” Flannigan said, so that users would tune in and see what people were talking about. “We felt like we had incredible access to talent… and we thought, hell, let’s try everything,” he said.
Spike turned to actress and WWE diva Stacy Keibler to tweet from the show’s red carpet, during the show and in the week leading up to the broadcast. In doing so, the network is hoping to tap into her 128,000 Twitter followers. The network has also been heavily promoting the #GuysChoice hashtag, both online and during the broadcast.
One of the cooler partnerships involves mobile app Shazam. Users will be able to tap Shazam’s audio fingerprinting technology during the broadcast to unlock exclusive additional content on their mobile phones or tablets. Users will also be able to “check in” to the show with GetGlue to receive special “Guys Choice” stickers.
Backstage during the taping of the Guys Choice Awards, Spike had a SmileBooth that talent could take pictures in, which will be shared during the show. The networks also had a roving photographer taking pictures from around the show, which Spike will distribute using the Instagram photo app. Those photos will also be posted to Facebook, Twitter and the network’s recently created Tumblr account, tagging photos with the #GuysChoice hashtag and talent’s Twitter handles.
Finally, Spike will have an official GroupMe channel for viewers to chat about the event together. GroupMe will also promote the Guys Choice Award on its homepage. The network will also partner with Foursquare to create a page and suggest recommendations to users.