Best Media Social Media Campaign

Storage Wars was a major hit for A&E, amassing high ratings and social chatter. The social network discussions were spread out across the web, and A&E looked to aggregate more fans into the show’s actual Facebook page. The available budget was minimal, so they looked to ignite the social community with a recruitment and reward strategy. A&E put forth a challenge to the current fans of Storage Wars, asking them to help grow the fan page by 100,000. As an incentive, they were promised exclusive never-before-seen episode of the new season of Storage Wars (an unprecedented network reward). An on-air spot was created to drive viewers to the Facebook page, relaying all the reward details. Updates were featured on the page, reminding the rabid fans of the numerical goal while encouraging them to continue their outreach. As a means to track progress, A&E built a Facebook application that showed how many fans had joined and used this mechanism to continue to encourage outreach amongst the fan base. The existing Storage Wars fan page grew by 119,000 in less than 30 days. This goal was achieved through 100% Fan Recruitment without any media spend. The current tally of fans is approximately 600,000.

Contributors:

Guy Slattery:	SVP, Marketing, A&E
Lori Peterzell:	VP, Brand Strategy and Consumer Marketing, A&E
Elizabeth Luciano:	Sr. Director, Media
Pamela Krawczyck:	Director, Consumer Marketing
Kelle Rozell:	Engagement Marketing Specialist

A&E

Location: USA