ABC Family to launch social media holiday campaign for 'Pretty Little Liars'

Share this content:

ABC Family will launch a holiday campaign to build awareness and engage fans of the show Pretty Little Liars before it returns to the small screen on January 3.

The effort, which will kick off October 31, includes direct mail and social media. ABC Family worked with GetGlue, a mobile application provider that allows consumers to “check-in” with television shows, movies, music and books.

After consumers check in with the show, the network will mail them holiday-themed collectible stickers of show characters.

“Our main objective is to create awareness and build buzz around the series in between seasons,” said Danielle Mullin, VP of marketing at ABC Family. "Pretty Little Liars is a hit show with a passionate fan base and we knew that the check-in concept, paired with collectible stickers, would be a fun and engaging way to let consumers interact with the show while it is on hiatus.”

ABC Family is targeting consumers ages 14 to 34 with the effort.

Mullin emphasized that the network needs to use multiple platforms to reach Millennials “in a fun and impactful way that allows them to have a deeper engagement with our programming.”

“We believe that the check-in platform offers a lot of interesting opportunities in the online space to build buzz and allow our ‘super fans' to introduce their friends to their passions,” she said.

Fraser Kelton, VP of business development at GetGlue, said the stickers are rewards for viewers who consider themselves the ultimate fans of the show.

He said the company will not use the collected data for retargeting, although it does obtain addresses to mail the stickers.

GetGlue will measure the number of stickers mailed, the amount of check-ins, and how often consumers share the site with friends through social media.

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above