CW SOCIAL CONVERGENCE
OVERVIEW The CW and Twitter will work together to give advertisers the opportunity to connect their brand around the amazing stories, characters and moments across CW’s schedule of High Quality Scripted Programming.
CW SCRIPTED PROGRAMMING
WHY TWITTER? The CW consistently has 6 of the top 20 scripted broadcast shows (based on average Twitter impressions per episode). Additionally, 70% of CW’s Twitter Audience falls within the A18-49 demo.
#8 ARROW
#9 THE FLASH
#10 THE VAMPIRE DIARIES
74%
73%
58%
#13 SUPERNATURAL
#15 THE HUNDRED
#17 LEGENDS OF TOMORROW
72%
68%
74%
Source: Nielsen Social Guide 9.21.15-3.27.16 Among broadcast prime scripted programs
HOW IT WORKS
The CW will create custom, branded video campaigns inspired by a deep knowledge of our Twitter following, the strengths and best practices of Twitter as a platform and centered around the content we know best delivers against this audience. Each program will include a mix of content based on the core concepts below. Speed through last week’s episode of #TheFlash with The Flashback, featuring fan reactions!
FLASHBACKS
TOP MOMENTS
YOU SAID IT
CW POLLS
The CW’s twist on a recap show, Flashbacks use fans’ Tweets during the broadcast paired with clips of those moments to highlight the most talked about scenes from that week’s episode.
Counting down the best moments of the week, either across one show, one night or the entire schedule, Top Moments pair fan Tweets with the most jaw-dropping, tear jerking and OMG moments of the week.
A video shout out to our passionate Twitter followers, You Said It showcases an individual Tweet that grabbed our attention played against the moment the fan was commenting on.
Leveraging Twitter’s strength in real time conversation, CW polls ask fans to choose a side in highly dramatic, emotional moments for the characters they love and the shows they can’t get enough of.
THE OPPORTUNITY The CW to create and distribute 1-2 unique custom video tweets per week around these core concepts.
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Own the conversation around a CW program for a specific WEEK, a specific FLIGHT, or ENTIRE SEASON Sponsor one or more programs based on brand(s) target Receive category exclusivity within specific program and flight Run exclusive Pre-Roll unit (acceptable commercial lengths from :06 – :30) Audience delivery based on CPV (Cost Per View) basis
All Stewardship* and Billing* come through The CW
* Client approval required for CW transparency