TLC "Miss America" Launch

Agency

PHD Advertising

Situation Profile

In 2008 as a part of a network overhaul, TLC acquired rights to the Miss America pageant and greenlit a reality series, Miss America Reality Check.

TLC's goal was to reinvigorate interest in the pageant by reinventing it as a younger, more modern program that would seem relevant to today's woman.

Campaign Objectives

Drive consumers to tune in for the Miss America Reality Check show and the 2008 Miss America Pageant on TLC.

Execution

Slide designed a Miss America SuperPoke! action/virtual gift in the form of a crown for users to share virally and crown their friends the "next Miss America."

Slide allowed users to share and post the Miss America trailer via FunWall.

Slide enabled people to tune in online to watch the Miss America pageant and reality show with the Facebook Slider unit.

Results

Within one week...

The "crown your friend the next Miss America" was the highest poke for women 18-49.

The number of pageant viewers to tune-in via the Slider unit was far above the average for Slide and exceeded TLC's predetermined success metric.

Click-through on the Slider unit was 3 times above the rich media industry average.

Quote

"We needed to re-invigorate the Miss America brand; it needed to MATTER to 20-something and 30-something women again," said Chris Price, Associate Media Director at PHD. "Slide offered the ideal environment and opportunities to convert Facebook's audience of younger women into the fans TLC's Miss America needed. As with any social media participant, our goal was to encourage evangelism on a massive viral scale. The impressions for the 'crown' SuperPoke relied purely on consumer-to-consumer distribution. And at the hands of consumers themselves, hundreds of thousands 'crown' impressions were delivered. We not only exceeded all our goals for Miss America Live, but with Slide's help, attracted the new, younger viewer we were looking for. PHD will absolutely look to partner with Slide again in the future, and look for other innovative ways to drive both viewership and brand/network relevancy and adoption."