When ABC Family decided to drop the “family” vibe and transition into something a bit more Freeform, they knew the premiere night had to be something special for their viewers. Enter NuContext to the event planning rescue! Embracing and engaging their young and digital native audience was key and the assignment from Freeform was clear: this couldn’t be any originally launch party.
Planning the event was a snap. And with three camera crews and two on-site video editors, we brought the experience to the fans through Twitter, Periscope and YouTube. Working closely alongside the Freeform marketing and social media team we captured the excitement of the Freeform “experience makers” Dan the Pancake Man, Carlos the live muralist, 3D printers and DJ’s to create an unforgettable, immersive experience for their virtual audience. And throughout the day, our online fans were treated to visits from Freeforms biggest stars from Pretty Little Liars and Shadowhunters.
With 25 videos shot, edited and uploaded throughout the 8 hour launch event, the stats speak for themselves. The Pretty Little Liars premiere had 2.25 million viewers making it the #1 telecast in adults 18-34. The Shadow Hunters premiere had 1.82 million viewers coming in at the #4 rated scripted launch in 2016.
- Live Action