NBC’s America’s Got Talent asks fans to vote via Tweet

CHALLENGE

Boost the social media conversation and participation during a performance-based reality TV show

SOLUTION

Invite viewers to vote for performers in real time via Twitter

RESULTS

America’s Got Talent (@nbcagt) became the first competition reality show to ask viewers to vote using Tweets
Was the most tweeted-about show on TV the night it introduced voting via Tweet and received an 8x increase in Tweets compared to the prior week’s show, according to SocialGuide
In all, there were more than 117,000 Tweets that night, with fans weighing in through Twitter about which performer they enjoyed the most

Objective

Boost viewership for a competition-themed TV show and create more buzz on social media.

Strategy

Ask viewers to vote for their favorite acts and help them make it through to next week’s show. Remind viewers throughout the competition, and after each performance, to tweet their votes to help decide which acts wind up on top. Make it easy to vote using the hashtag #voteAGT followed by the act’s name. Have host @NickCannon drive home the message by asking viewers to take out their phones and decide on their favorite act.

Step 1: Promote the vote before the show airs

Get ready, Twitter! We’re counting on YOUR VOTES this season! Watch #AGT live tomorrow at 9/8c to find out how you can vote on Twitter!
— America’s Got Talent (@nbcagt) July 22, 2013

Step 2: Promote the vote live on air

Step 3: Get talent to participate in the promotion

Wowzaz, what a show! Make sure you use #voteAGT and VOTE, VOTE, VOTE, for ur favorite!
— Melanie Brown (@OfficialMelB) July 24, 2013

Key Takeaways

Engage your audience on a whole new level by integrating live-Tweet polling during broadcast.
Increase social media buzz and promote tune-in by inviting viewers to participate on Twitter.