Increases Ratings and Engagement with Social Ad Spot for USA Network

written by: Richard Kastelein

Share this Article teamed up with USA Network to create interactive social spots promoting the finale of detective comedy-drama series, Psych.

According to their blog, USA asked Psych fans to submit their best crying Gus impressions via Instagram and Twitter using the hashtag #SadGus.’s Social TV platform Story was used to collect the incoming Tweets and Instagrams and choose selected photos to be sent for onair playout. Winners’ photos and comments were featured in a 15sec spot that aired in the Psych episode.

The social spot drove strong engagement – young viewers watched for longer and tuned in for commercials more than other episodes during the season.

P18-34 viewers tuned in for 4 minutes longer with 19mins length of tune compared with 15mins for other episodes. There was also a higher percentage of viewers watching commercials.*

Psych was the #4 most buzzed-about cable entertainment program when the campaign aired on 3/19, receiving 16K Tweets.

387K P18-34 and 736K P18-49

  • +39% and +48% higher than other promos
  • +34% and +44% higher than the other commercial minutes*

USA Network - #SadGus Social TV Campaign from on Vimeo.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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