NBC Universal

Social that's ready for primetime

Fan-fueling activations, live and ready for prime time, for more than 40 series per year.

(Challenge)

As a leader in the forefront of social TV, I guided NBC Universal networks NBC, Syfy, USA, Telemundo, and even Fandango to success for more than a decade. For NBC, I planned brand activations and content literally ready for prime time, every week, for more than 40 series per year, including many of its tentpole social presences for 30 Rock, Parks and Recreation, SNL, This Is Us, The Voice, Hannibal, and Chicago Fire.

(Solution)

Working with NBCU, I strategized and evolved the industry’s approach to social TV, leveraging 360-degree video, GIFs and stickers, AR and VR, scalable chat bots, live talent events, and other first-to-market innovation. I helped NBC become the most socially charged primetime TV network, working with a team to creatie more than 4,000 pieces of content per week and serving 173+ million fans across the most iconic network series.

(Impact)

4,000

new pieces of content generated a week

173M

social fanbase grown from zero

12B

earned impressions from digital influencer content

(Services)

Integrated strategy

Brand strategy

Social marketing

Content strategy

The Biggest Fan Activations

Season-by-season planning drove weekly tune-in from premiere to finale, major event integrations at SXSW and Comic-Con, activations with a digital network of influencers, and trending cultural moments during the Super Bowl, the Golden Globes, and live musicals.

First-Ever Social Voting

Implemented the first social voting experience for reality-TV show, The Voice. #VoiceSave was used by viewers to save a contestant from elimination by tweeting their vote using the hashtag. The payoff was immediate, with the tallies announced live on-air and delivering The Voice 8 of the Top 10 spots for broadcast TV Twitter volume by episode.

Social-First Applications

I created numerous apps for NBC putting fans on the menu for Hannibal, integrating their social data to create virally shared moments, as well as social store experiences that allowed fans to shop NBC series.