NBC's Razor Sharp Social Integration

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NBC has been doing cool web content for years, but at the beginning of this season I noticed that they’ve really amped up their integration across television, web and social media. And I was impressed. First as a user, then as a social media professional, and I want to highlight some of the coolest things that NBC is doing.

Social Integration on TV

The Voice is probably the best example of integrating social media with broadcast television. Throughout the show, viewers will see text on the screen asking them to follow the hashtag, #TheVoice, as well as the official NBC account, @NBCTheVoice. But what’s really neat, is that the show highlights tweets from the celebrity judges (all of whom are fairly active Twitter users).

Image Courtesy of NBC


DVD Extras Online

It used to be that if you wanted to see cool extras from your favorite shows, you had to wait for the DVD to come out and then go buy it. Not anymore. NBC has made all of those DVD extras available online, the same day the episode airs. For every NBC show, you can find some combination of interviews with the cast and crew, production blogs, set tours, backstage photos, guest star interviews, character blogs, games and more.

And again, NBC ties it all together with the show’s broadcast. I’ve seen them direct viewers to the website for more content many times, but my favorite was an episode of Law & Order: SVU from a few months ago. As the end credits started to roll, the announcer directed fans to go online and check out a deleted scene. The most impressive part? I immediately went to the NBC website, found the video in two clicks, and it played perfectly. No bandwidth issues, no slow load time. I can only imagine the traffic the site was getting at that moment, but there were no issues. Other brands could learn a lot from that.

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