Advertising and Marketing

WE Brings Transmedia to Fans

Network continues online presence with content from new series 'Pregnant & Dating' 5/27/2013 12:01:00 AM Eastern

Add WE tv to the growing
number of programmers
augmenting their audience
by creating a transmedia
experience for viewers with
online content.

During the third season of
Braxton Family Values, WE tv
debuted 10 videos online,
including a five-part series
on Traci Braxton learning to
ride a motorcycle and shopping
for biker-chic fashions.
Braxton online content also
included teaser spots and an
interstitial segment.

“It’s a way to engage our super fans,”
says Jen Robertson, WE tv senior VP,
digital media and business development.
WE makes sure fans find the
online content by teasing story lines
during episodes and driving viewers
to WEtv.com with promos during
pod-buster commercial breaks.

The 10 Braxton videos were the
most-watched on WE’s site, accumulating
67,000 views from April 1 to
May 16, according to Brightcove,
outperforming other videos on the
site by 69% in terms of average
minutes viewed. And so far, this
has been the highest-rated season
for Braxton Family Values.

WE is looking to take advantage
of its gains by putting together a transmedia
package for its new series Pregnant
& Dating
, premiering May 31.
The show features pregnant single
women looking for a partner not
scared off by the prospect of an instant
family. The majority of one of the
womens’ stories will be told online.

“We couldn’t tell all the stories onair,”
Robertson says, so online content
allow viewers to get a deeper story.
“We are trying to enhance their experience
constantly.”

November