Winner of 2016 Gold Stevie® Award for Communications or PR Campaign of the Year – Social Media Focus

The Challenge

As the number of people watching traditional TV continues to steadily drop (particularly among teens and millennials), NBC wanted to raise awareness for NBC’s TV Everywhere, a destination where fans can tune into their favorite NBC shows on mobile devices, laptops, and desktop computers. Part way through the larger TV Everywhere campaign, NBC recognized many of its display ads didn’t have the real estate to clearly communicate what the service did. As a result, the brand turned to influencer marketing to communicate how people could use TV Everywhere in real life.

The Solution

NBC teamed up with Linqia to connect with tech-savvy influencers to create original content designed to jump start online conversations about TV Everywhere and how people today can watch television without the TV set. Linqia influencers shared their thoughts and opinions around their favorite NBC characters and plotlines from The Voice, Chicago Fire, Chicago PD, Chicago Med, The Blacklist, and Heroes Reborn. Linqia influencers focused their stories on specific characters and shows, inviting their audiences to join the conversation by watching full-length episodes on their mobile device, laptop, or desktop computer.

The program successfully reached more than 20 million people with 279% more pieces of created content than scoped. The compelling content received 352% more engagement and drove 44% more visits to the NBC TV Everywhere landing page than the program goal.

The Results

  • The NBC TV Everywhere campaign reached a targeted audience of 20.3M.
  • Audiences engaged with program content 352% more than scoped.
  • Linqia influencers created 279% more pieces of original content than the program goal.
  • Instagram posts for the NBC TV Everywhere program received 3.7x more likes than the average Instagram post.