TVloop Blog

With over 15 million registered members and almost 2 million monthly active users, TVLoop is a haven for TV fans of all kinds.  That’s a big reason why our communities are interesting to networks and content owners - we have a captive audience, many of which are the exact viewers they want to attract.

As I’ve reported previously, some of the most popular TVLoop communities are those for Gossip Girl, One Tree Hill, and other shows from the CW.   So when TheWB.com inquired about helping to promote their new web series Rockville CA, we jumped at the chance knowing that our users would eat this content up.

The core focus of the campaign was to build awareness of Rockville CA among the target demographic.  The web series is completely new and for the most part, unknown to most consumers.  To drive awareness, we wanted to go far beyond simple banner ads as we all know that’s not the right way to reach consumers in a social environment.  In fact, everyone should take a minute to read a recent article at Adotas by Watercooler CEO, Kevin Chou on that very subject.

Since engagement is a key path to awareness, we elected to include a few key tactics in the campaign:

• Roadblock - to get in front of returning users
• Sponsored trivia using video - to expose users to Rockville CA videos in the form of content (see screenshot below)

While the roadblock was moderately successful and no doubt increased general awareness of the web series, the sponsored video trivia questions - promoted across similar applications including Gossip Girl, Smallville, and Twilight - proved to be an invaluable tool for engaging users. During a 10 day campaign sponsored trivia yielded tens of thousands of unique trivia takers and trivia questions answered - exposing those a significant number of TVLoop users to Rockville CA, likely for the first time.

While I don’t have feedback directly from TheWB.com, we’re happy with these results given the quick turnaround time and the short run time of the campaign.  In addition to driving engagement within the app, we were also successful in taking a video that had only a few views and driving well over 7,000.  The net result is that our first foray into sponsored video trivia was very successful.  It’s a great way to promote engaging content to users, while also satisfying core objectives of the advertiser.  We’re looking forward to many more similar campaigns.