BuzzFeed Partners with Bravo and IFC to Launch Social Tune In Program

BuzzFeed

BuzzFeed, the popular list-driven social news site, recently announced that NBC Universal’s Bravo and AMC’s IFC networks are the first two partners for their Social Tune In Program. This program will allow advertisers to cross-promote their content on BuzzFeed as well as their own websites. According to BuzzFeed, the Tune In Program will create “a full circle TV, social and digital program for advertisers.”

BuzzFeed president and COO Jon Steinberg said, “Everyone talks about the two-screen experience being synchronous but it is also asynchronous. People learn about the shows they want to watch online, and after watching those shows, they go back to the web to read and share about those shows.”

In connection with the Social Tune In Program, IFC has created a recurring on-air Saturday night ‘BuzzFeed Block,’ which is a double-feature bill of movies accompanied by accompanying lists exclusively created for IFC by BuzzFeed and available on both of their websites.

According to IFC, the ‘BuzzFeed Block’ has helped the network increase viewership on Saturday nights by 16% in the 18-49 and 18-34 age groups in the first quarter of 2014. Bravo has used the program to promote the “Online Dating Rituals for the American Male” on BuzzFeed as well as the “Real Housewives Awards.” With such positive results already, it is obvious the Social Tune In Program is working and will likely continue to grow with new partnerships to come.

 

 

 

 

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Coke Thinks “America is Beautiful,” but Americans May Not Be

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Many of this year’s Super Bowl commercials had very American themes, and on the social media frontier, controversy often breeds popularity. In response to the Coca Cola commercial with the hash-tag #AmericaIsBeautiful, Twitter was abuzz with feedback about the advertisement.  Viewers either loved or hated Coke’s approach to how and what America is.

As a viewer, the product placement seemed sparse in the opening of the advertisement, and the focus did not appear to be on selling the product or brand.  For years, Coca Cola has been on Interbrand’s Top 100 Global Brands, giving them the freedom to explore a new frontier and take bigger risks in advertising.

But why this theme? Why such a risk? Was it worth it?

Social media had a loud response to Coca Cola’s “It’s Beautiful” advertisement. Viewers posted some hateful, racist, and exclusionary tweets. The commercial included a gay family, as well as lyrics and images including non-Caucasians and non-Christians, angering many viewers. This outrage created a whirlwind of communication and discussion on social media. Because Twitter operates in real-time, within a few minutes of the commercial’s run during the Super Bowl, hateful tweets were posted left and right, including the following:

  • “That coke commercial sucked. Mexicans, terrorists, jews, and niggers are not   ‘American’.”

  • “Nice to see that coke likes to sing an AMERICAN song in the terrorist’s language. Way   to go coke. You can leave America.”

  • “@CocaCola Since when is it okay to sing ‘America the Beautiful’ in any language other   than ENGLISH!! #cocacola #FAIL”

  • “Still confused as to why they were singing about America in all those foreign   languages in the Coke commercial. We speak English…”

 However, to others tweeted in support of Coke’s forward-thinking and all-inclusive commercial, including gay and foreign families. Tweets that supported Coke’s take on what makes America the modern, melting pot, that so many of us call our home included:

  • “Boycott Coke because it’s terrible for you, not because they ran a Super Bowl   commercial that reminded you that not everyone is white. #Coke”

  • “Regret I don’t speak more languages. Seems there are people out there proud that       they barely speak one. #cokecommercial”

  • “If you didn’t like the Coke commercial, it’s safe to say that you’re ignorant to what     America is all about. #AmericaIsBeautiful”

  • “1. America the Beautiful was written by a lesbian. 2. There is no official language for America. 3. Bigots annoy me.”

This polarizing and controversial advertisement proves the power of social media and its relation to TV. By including the hash-tag #AmericaIsBeautiful at the end of the commercial, Coca Cola gave viewers a way to discuss the commercial, but they could not have anticipated the strongly adversarial reaction to this commercial that had aimed to paint the picture of an idealized, diverse America, embracing the many different cultures and ethnicities that make up this nation.  In trying to show that America is beautiful and that Coke is for anyone and everyone, in less than 24 hours Twitter has helped this Super Bowl commercial reach over 2 million views, as well as gain mention on traditional media outlets.