Tweet Your Favourite Television . . . Character?

I love it when entertainment blurs the line between fact and fiction. Because that is ultimately why we are watching entertainment. We want to be whisked away into a different world away from our own problems and right into the middle of someone else’s problems. And that is what Channel Ten’s latest drama Party Tricks does so well!

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Asher Keddie is hot television property. Coming straight out of the much loved Offspring (which may or may not return) and the Ita Buttrose biopic Paper Giants, she has just jumped into this new drama about two political rivals trying to keep the lid on a torrid affair in their pasts. And it is sure to rate well with such an acclaimed cast and interesting story.

But the controversial story is not the most exciting component of this new show. It is the experiential marketing.

The story could be real. It is covering ground that many politicians have grappled with in their lifetimes. It doesn’t deal with extra-terrestrials or magic. And it will hit upon many familiar memories for people of any electorate. So why not make it real?

Here’s the good news. They did!

At the conclusion of last night’s opening episode, the preview for next week rolled immediately after the last scene to capture the captive audience for next week’s follow up. But before the credits ran there was an extra advertisement thrown in.

Asher Keddie, as her alter ego Kate Ballard MP, had recorded a political advertisement about her contribution to the state of Victoria highlighting why she should be re-elected. This was not merely a joke, nor an advertisement that was playing as part of the show, this was an extra level of engagement.

The advertisement featured a website across the bottom of the screen: kateballardmp.com.au

Upon visiting this web address, audience members are taken to an official looking (although keeping with the Channel Ten style guide) website for Kate Ballard MP. There is a welcome video. There is more information about her policies. An opportunity to meet her staff. And a live feed from her Twitter where she is currently responding to all matter of serious enquiries and internet trolls in the stereotypical politician manner.

As most viewers now watch the television with some form of electronic internet-active device in their hands, I can only imagine the surge of viewers to that website at 9.40pm last night. It is this extra level of interaction which provides many more touch points for consumers to engage with the show and ultimate receive lots of extra value.

Who doesn’t want to tweet their favourite television characters? Well, this could be the start!

 

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