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Never.no 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. never.no’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