ABC’s Scandal’s Use of Social Media Holds Over Restless Fans, as the Show’s Return is Finally Within Reach


One of the most talked about shows on Television, ABC’s “Scandal,” has been using various social media platforms to promote its return this Thursday, February 27 at 10PM.  This show’s Facebook page, with nearly 2 million likes and almost 250,000 people talking about it, has used a variety of activations to excite its many loyal fans. Active on Facebook, Twitter, and Pinterest, Scandal’s integrated marketing communications approach maintains a coordinated front on all platforms.

The end of the last episode left viewers hungry for the next episode, with exhilarating drama erupting in the final minutes.  The return and mystery surrounding Olivia Pope’s mother, Vice President Sally Langston’s murder of her husband, and the ever-blooming romance between Olivia Pope and Fitz have left fans restless throughout the show’s winter hiatus. Yet many of them are grateful for the show’s social media presence being used to hold them over.

Even during the show’s break, Scandal has been maintaining fans high level of excitement by posting daily updates. Sharing videos of the official trailer and other sneak peaks on the show’s page, the promotion of the Pinterest account, and connecting fans with the cast members on a personal level—fans can wish the stars “Happy Birthday!” by liking the pictures posted—Scandal has created an interactive platform for fans on its Facebook, garnering thousands of likes for each and every post and update.

In the world of Twitter, Scandal has been even more present. With 438,000 followers, the account tweets pictures and uses hashtags such as #Gladiators, #Scandal, #ScandalThursdays, #WinterGladitors, and #CopeWithoutPope. The show is generating excitement and starting conversations among gladiator “wannabes”. By using the same pictures on its Twitter Feed and  Facebook, the integration and cohesiveness of this advertising push is reaping great success as it draws fans into the world of Scandal with visual appeal and exhilarating interaction:

On Pinterest, Scandal shares fans’ favorite quotes and other graphic representations of the inner-workings of Scandal’s intricate characters and plotlines.  In part due to the consistent reinforcement and spread of excitement surrounding the return of this masterpiece, viewership numbers of Scandal’s next episode will most likely be  sky-high, and as a fan, I personally cannot wait to see what Olivia Pope’s gladiators accomplish next.


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