ABC’s “Scandal” returned to primetime last night for its third-season debut, and hit series-high ratings after seeing last season’s ratings rise and rise largely due to fan engagement via various Twitter campaigns.
After a lukewarm first season, “Scandal” was able to get its cast heavily involved in live-tweeting the show which, in turn, earned loyal Twitter followers and fans who also would live-tweet each episode. The show’s social-media popularity turned it into a digital watercooler hit, and successfully encouraged viewers to watch live to avoid spoilers.
Recently, the cast also took part in a partnership and promotion with Saks Fifth Avenue this month that highlighted “Scandal” star Kerry Washington’s fame as Hollywood’s best-dressed woman. An event held in New York one day before the show’s Season 3 premiere added to the hype surrounding the show.
Meanwhile, ABC’s “Lucky 7” was the first show to be cancelled this season after only two airings, while on Thursday, Fox’s early-season hit “Sleepy Hollow” was the first show this fall to be renewed for season two.
Read more at Entertainment Weekly.
Brief Take: “Scandal” is the first broadcast show to demonstrate the power that Twitter can have when it comes to television series. Without the word of mouth and social-media engagement provided by the platform, “Scandal” might not still be on the air today.
[Image courtesy of ABC]
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