Kicking it off with “The Real Housewives of Atlanta,” Bravo is presenting a slew of digital projects for the year, including a fan engagement campaign called “select a scene.” This allows fans of the franchise to vote on which volatile or gossipy scenes will make the broadcast, starting with the Atlanta reunion show April 27. The initiative will use Bravo’s Play Live and plans are to use it with other shows in the future as well. According to Variety, the idea is to use these scenes in rebroadcasts of the shows, hopefully ramping up ratings for Bravo’s repeat airings.
Also coming later this year is the location-based Mobile Pass, which will share breaking news and exclusive content, with an added feature allowing fans to engage with their on-air favorites. Its location focus allows sponsors to geo-target ads to users and lets Bravo send viewers alerts or sneak peeks in real time about their shows.
Bravo also plans more social versions of re-airings featuring Facebook stats and onscreen tweets from the show’s fans and stars, as well as social commercials, an idea that Bravo hopes will further involve its socially engaged viewers.
Read more at Variety.
Brief Take: Bravo’s focus on digital this year will shape its upfront presentation, showcasing its Bravolebrities and the cable net’s socially savvy audience.
[Image courtesy of Bravo]
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