Mr. Robot Disrupts Digital Engagement
In order to view the experience within the one-hour time limit, viewers had to download the app ahead of time. This created a highly measurable and attributable demonstration of digital engagement that linear hasn’t always been able to achieve. (It’s worth noting that Nielsen’s new Social Content Ratings may help with this moving forward).
Two days before the premier, on July 10th, the show’s actors participated in a Facebook Live Q&A, answering questions about the show and drumming up excitement for the new season.
In the midst of this Q&A, Mr. Robot “took control” of the stream, releasing the first part of the season two premiere. For a short period of time, the one-hour episode was live on Facebook, Twitter, Snapchat and YouTube, allowing the most engaged followers to watch it before its official release.
These strategies are successful, in part, because the show’s target audience is young. They’re less likely to watch shows on linear television, and more likely to stream them; the ratings proved it. Within the first three days of the premiere, the show received a total of 2.25 million viewers, which is a 116% increase on the live viewership, capturing the most important age group: 18-to-49 year olds.
See the full story here; http://tvrev.com/mr-robot-disrupts-digital-engagement/#.V7TNmGW6lgp