truTV - VIOLATIONS
Challenge
Generate awareness for truTV’s new popular show, SPEEDERS, among a younger audience who spend the bulk of their time on Facebook.
Social Solution
Brand Networks developed the VIOLATIONS application within Facebook. The concept corresponds with SPEEDERS, in which motorists are caught speeding and often try their best excuses to get out of a ticket. VIOLATIONS enables users to send virtual violations to their friends for a number of social offenses such as driving like a moron, improper table dancing and being a bad wingman. Friends have seven days to vote whether or not the recipient is guilty of the violation before a GUILTY or NOT GUILTY stamp is emblazoned on the recipient’s profile for all to see. Voting earns users tokns that can be used to send more Violations to friends, view video clips of SPEEDERS from within the application, or redeem carbon offsets.
Results
The application has accumulated more than 45,000 users with about 15,000 violations issued. It has raised awareness for the show and successfully attracted new viewers of both SPEEDERS and truTV.
