Spike TV

How can a TV network promote a live broadcast of a popular show?

Challenge

Generate buzz and drive tune-in for an upcoming live broadcast.

Solution

Used Promoted Tweets in search with branded and non-branded keywords to promote the event and optimized Tweet content based on performance.

Results

  • 65% average engagement on Promoted Tweets
  • 74% engagement on most popular Promoted Tweet

Spike TV (@SpikeTV) is the home of the show Deadliest Warrior, where each week a new episode pits two of the most feared warriors that civilization has ever known against each other and culminates in a head-to-head final fight that determines the deadliest warrior.

Their challenge

@SpikeTV wanted to promote a live episode of Deadliest Warrior by generating buzz among their niche audience of viewers interested in historical and modern warriors.

Their solution

@SpikeTV ran Promoted Tweets in search with branded and non-branded keywords to promote the event.

The cable channel closely monitored their campaign to ensure that the most relevant messages reached the right audience. Based on analytics, @SpikeTV refreshed Tweet content more than ten times over a day and a half and optimized search targeting in real time.
 

Their results

@SpikeTV generated tremendous engagement and earned media on Twitter by connecting with fans searching for information about the show and turning them into evangelists.

3 keys to success

  1. Use both branded and non-branded keywords.
    Target a range of keywords that reflect the interests of your audience. @SpikeTV ran Promoted Tweets in search with branded and non-branded keywords about historical and modern warriors to promote the live broadcast event.
     
  2. Optimize with Twitter Ads dashboards.

    Monitor campaign performance to see which messages are gaining the most traction and optimize new messages accordingly. Using Twitter Advertising’s analytics dashboards, @SpikeTV was able to optimize search targeting in real time.

  3. Keep your Tweet content fresh.

    Fresh, relevant content will keep your followers interested and inspire them to evangelize your event. @SpikeTV refreshed Tweet content more than ten times in the day and a half before the live broadcast to keep users engaged.