Creative & Tech

Bravo’s Andy Cohen and Celeb Guests Roll Out First-Ever Week of Live Social Programming

May 15, 2017

For years, Bravo viewers have tuned into Watch What Happens Live with Andy Cohen, the only truly “live” late night program. Always revealing and always unedited the WWHL fun has never stopped when the on-air show ends. Andy’s after shows are equally as unfiltered and authentic as the live-airing. To demonstrate just how live WWHL is, Bravo partnered with 360i and invited consumers to “Watch What Happens Next” during a never-before attempted week of live social after show programming. For five consecutive nights, Bravo broadcast the after show live, on a different social platform with a special, amped up after show segment themed to each platform.

The program kicked off on Sunday, May 7 with the first-ever branded Reddit AMA IRL event featuring Precious actress Gabourey Sidibe and Real Housewives of Atlanta alum Kim Zolciak Biermann and ended with a Facebook Live event on Thursday, May 11 starring Snatched co-stars Amy Schumer and Goldie Hawn. Hitting Snapchat, Twitter and Instagram’s live platforms in between, the TV network tested the power and promise of live social programming like never before.

Fans flocked to the live streams sharing their excitement to see Watch What Happens Live, LIVE in their social feeds. The Reddit community embraced Andy and his guests, with over 17K new subscribers to the r/television sub-reddit for the event and over 69.5% more comments generated than a typical text-based AMA. The Twitter community was engaged with the Live programming as well, viewing an average of 44% of the after show on platform. All activity contributed to a noticeable increase in WWHL ratings week over week.

Bravo leveraged owned properties and digital partnerships to further promote the “Watch What Happens Next” initiative. On-air snipes aired during tentpole programs, Andy himself promoted the initiative on-air and on his social channels, housed the week’s line-up and recapped the activity each night, Bravo and Watch What Happens Live regularly promoted the initiative on their social channels and campaign partners like People and Entertainment Tonight also shared content from the week.

In all, “Watch What Happens Next” brought the active Bravo audience to new platforms and skillfully executed the first ever week of live social broadcasting, driving home the fact that no one “goes there” with their guests like Andy Cohen.

Watch What Happens Live airs Sunday through Thursday at 11/10pm central on Bravo.