As it looks to bounce back from another disappointing season, NBC is urging its viewers to become advocates of their favorite shows through a rewards-based program called Fan It.
Similar to Facebook’s “Like” function, the network on May 17 will roll out Fan It on NBC.com, allowing visitors to earn points by watching videos, chatting about shows and sharing content with friends. The program requires fans to sign up to participate at www.NBC.com/fanit, though they can do so using their existing Facebook, Twitter, MySpace or MyNBC accounts.
As people accumulate points, they will be able to redeem them for various prizes, such as access to a yet-to-premiere series, NBC merchandise and entries to sweepstakes. To execute the Fan It program, NBC has partnered with the social media tracking company ThingFo Inc.
The drive behind Fan It is both to provide NBC’s most passionate fans with an outlet to interact and weigh in, while also harnessing that passion to help reach new viewers—particularly over the next few weeks as the network introduces its fall lineup to advertisers, or next fall, when NBC looks to rebound with a slew of high-profile shows.
“What better way to spread the word about our shows than with the help of our loyal fans,” said Adam Stotsky, president, NBC Entertainment Marketing.
Speaking of the TV Upfront, NBC is timing the launch of Fan It to coincide with a new, extensive digital campaign with Microsoft aimed at generating buzz for next season. On May 17, the network will kick off an ad blitz that includes a whopping 19 Microsoft properties and partners, ranging from MSN to Bing to Glo to various Xbox games.
As part of the elaborate sponsorship package—which will run through Sept. 20—NBC and Microsoft have collaborated on “Preview to Fall TV” microsite within MSN TV. In addition, NBC will promote its new lineup via Wonderwall, Windows Messenger, and various mobile and social media platforms.