USA Sees Best Social Day Ever With 'Psych' Slumber Party Marathon
Fan-favorite episodes on Feb. 16 drive 172,000 social media mentions
By Andrea Morabito -- Broadcasting & Cable, 2/22/2013 1:16:32 PM
The marathon topped social media activity around the season two summer finale of Suits by 79%, which was previously USA's best social day. It also outperformed Psych's season 6.5 premiere day in all social metrics.
Additionally, USA's linear TV ratings compared to the prior four-week time period average by 24% with adults 18-49, 25% among adults 25-54, 41% with adults 18-34 and 24% in total viewers.
That 41% uptick among young adults was what was most impressive to USA executive VP of marketing Alexandra Shapiro. "[That] proves to me that social television works. On some level you can't deny this correlative relationship."
The Slumber Party was designed to get fans excited for Psych's season seven premiere on Feb. 27, given that the show has been off the air for almost a year. USA partnered with Twitter, RebelMouse (PSYCHville), Facebook, GetGlue, Tout and Character Chatter, and over the six-hour event, Psych drove 157,000 Twitter mentions, 58,000 GetGlue check-ins and 1,000 Tout uploads.
"It was very deliberate to use multiple social platforms," Shapiro said. "The variety is ultimately what created the fervor and the mass engagement we were able to see."
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