Social Media

USA Network Uses Social to Help Fans Relive Summer Camp Memories

July 11, 2013

This summer, USA Network is giving 16 ‘grown-ups’ the chance to relive the dog days of summer as they would when they were kids – and they’re using social media to evoke nostalgia among viewers ahead of the July 11 premiere.

Summer Camp,’ the network’s newest reality series, pits contestants against one another in an epic battle of the sexes-style competition featuring extreme versions of popular camp activities. Former American Idol finalist Matt Rogers will play host.

To boost anticipation for the new show, USA Network has partnered with 360i on several social marketing efforts designed to spread the fun to fans online and promote awareness for the July 11 premiere (8 p.m. EDT on USA Network). Beyond engaging fans on Twitter and Facebook, USA Network has also launched a Tumblr content series, called ‘This One Time at Summer Camp.’

The content series features the most hilarious, awkward, embarrassing, sentimental and iconic moments from fans’ past summer camp experiences. This shareable content will evolve into actual content from the show following tonight’s premiere, and will over time become a blend of fan and brand content.

USA Network is amplifying the content via paid media and has also partnered with Reality TV GIFs to create custom GIF content for the first few episodes. The Tumblr program is just one effort among many that represent USA Network’s commitment to social media experiences that help expand a show’s reach beyond tune-in time.

Offline, USA Network is also getting influencers involved by hosting Summer Camp Takeovers. Working with 360i’s Influencer Marketing team, the brand surprised top entertainment pubs like BuzzFeed and PopSugar with DIY s’more-making stations at their offices. USA is also getting influencers in on the Tumblr fun by recording their own summer camp memories to be used in the content series.

‘Summer Camp’ premieres Thursday, July 11 at 8 p.m. EDT on USA Network and airs Mondays for the remainder of the season. You can follow the show on Twitter (@SummerCamp_USA) and Facebook.