With on-air and backstage integrations, “The Voice” sets Twitter records

Thursday, 15 May 2014

From pre-show festivities of the #VoiceTailgate to the thrilling final minutes when the #VoiceSave is revealed, NBC’s “The Voice” (@NBCTheVoice) uses Twitter to make viewers an essential part of the on-air experience. As a result of their ambitious social strategy, “The Voice” has now set a new record for Twitter TV conversation.

With 1.92 million Tweets, the May 13 episode of “The Voice” became the most tweeted-about TV series episode since Nielsen Social (@NielsenSocial) began measuring Twitter television conversation in 2011. The Tweets were seen 29.8 million times by 3.8 million people.

The Voice (@TheVoiceNBC) now holds the record for the most tweeted-about TV series episode.

As a live show for much of the season, “The Voice” has unique challenges and opportunities to make fans a part of the experience. Introduced this season, the #VoiceTailgate is a pre-show event that takes place on Twitter and brings together the coaches, artists, celebrity guests, Vine stars and fans to begin building buzz for the upcoming live broadcast. The #VoiceTailgate features exclusive content such as backstage photos, Vine 360 Booth videos and live-tweeting from stars on site. By inviting new guests — whether music superstars or popular Vine users — the #VoiceTailgate manages to be a distinct, enticing event each week, getting fans engaged for the hours leading up to the airing.

Taking advantage of the live format, “The Voice” introduced the Instant Save last season, powered by Telescope (@Telescope_Inc). Fans are incentivized to stay engaged through the end of the show thanks to the #VoiceSave, which gives viewers the power to determine on the spot which artist should remain on the show. When host @CarsonDaly announces the three artists with the lowest vote tally, viewers are able to save their favorite performer from elimination by tweeting “#VoiceSave [artist’s name]”. Telescope then immediately tallies the results, which are announced live on-air at the close of the show. In addition to empowering the fans to take a direct role in the show’s outcome, the flurry of Twitter activity around the #VoiceSave drives additional attention to the show, particularly when influencers weigh in with their own vote:

With the #VoiceTailgate and the #VoiceSave bookending the live broadcast, fans are engaged and empowered throughout the course of the show, leading to the new single-episode record for TV series conversation.

Do you know of other innovative uses of Twitter? Write to [email protected].