Every minute of the working day, the TOWIE brand gets a mention online. OK so Tesco get nearly twice as many but my point is that brands have to work really hard to get good online traction.
The glamour surrounding the hit series on ITV2 provides a never ending patter of content in newspapers, magazines and especially on Twitter .
Every minute detail of story line, clothing and fake tan is subject to close scrutiny.
Now this is not Kate’s’ 400 million viewers streamed on YouTube last week (and who is still getting two mentions online every minute), but it is, after all only a soap and most of the people adding online content are in the UK (Kate is seriously global). What we are seeing is how seriously TV programmes and other brand leaders have to be in attracting committed digital ambassadors.
There are many ways to do this (besides being a Royal or a series with fit actors and curvy actresses) and they all need considerable strategy development to be truly effective.
It sounds and, to some extent, is dull.
Which platforms, what video sharing site, photo, app, Wikipedia profiles, fan involvement , Twitter presence or SEO strategies will give effective ROI is not quite the swimwear party at the end of this series on Wednesday but it is pretty important when you want to get it right and attract 700,000 viewers for each episode.
publicasity
