PSYCH, one of USA Network’s most popular and longest-running shows, recently kicked off its seventh season in style with an all-night social media-powered marathon.
To promote the premiere of season seven, USA Network hosted a Slumber Party marathon, and partnered with 360i to turn previously aired episodes into a real-time social event by rallying the show’s biggest fans. The program’s cult-like following of devoted viewers – self-labeled “PSYCH-Os” – have bolstered ratings throughout the show’s run and regularly express their passion for the show online.
The first-ever, all-night socially-enabled PSYCH Slumber Party began at midnight Feb. 15 and lasted until 6 a.m. the next day.
First, fans were empowered to curate the marathon lineup by voting for their favorite episodes to air during the special evening. The pre-event poll not only set the episode line up, but it also inspired competition as fans took to vote over 280,000 times. Influencer marketing drove even more buzz through blogger contests and a community Superfans program that provided the biggest PSYCH-Os with exclusive assets to host and live tweet their own parties during the event.
We kicked off the marathon with a rapid fire prizeathon in which we doled out 120 prizes in 120 minutes. Real-time social graphics featuring fan comments, ongoing giveaways and fan-inspired GetGlue stickers followed suit – along with the opportunity for fans to see their tweets and Touts on-air.
The first of its kind social TV all-nighter led to USA Network’s best day ever in social media activity and boosted on-air ratings by the double digits. Beyond USA, the PSYCH Slumber Party set engagement records across various social channels including Facebook, Twitter, RebelMouse, GetGlue, Tout and USA’s own Character Chatter platform.
In total, the party drove more than 150,000 Twitter mentions that reached 22.4 million people, with 12 trending hashtags (8 is the U.S. and 4 worldwide) that remained trending for nearly 12 hours straight. Social success led to tune-in success, contributing to an increase in viewers across all demos, and catapulted PSYCH to become the #1 entertainment show for social media mentions on that day, per Trendrr.