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NBC Unveils Unprecedented Network Wide Affinity Program, 'Fan It,' Utilizing Social Media To Reward Its Most Dedicated Fans

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Hollywood Reporter: NBC harnesses social media to win viewers

NBC is looking to social media to help it rise from its bottom place among the big four U.S. television networks.

NBC on Thursday unveiled a new program called "Fan It" that will offer prizes to fans of its shows, and encourage them to earn points by using websites Twitter or Facebook to create online buzz for programs such as "The Office" and "Chuck."

The network's new twist on efforts by media companies to engage viewers on the Web comes as studies show that TV watching and Web surfing are increasingly going together.

Underlying the whole effort is NBC's desire to see participants get their friends and followers to click on NBC-related Web links, and ultimately watch more of the network's programs.

Fans can exchange their points for rewards such as access to early previews of new shows, NBC merchandise, discounts at the NBC store and the "virtual goods" that are a big part of the online experience on Websites like Facebook.

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TV.com: NBC UNVEILS UNPRECEDENTED NEW AFFINITY PROGRAM, ‘FAN IT,’ UTILIZING SOCIAL MEDIA TO ITS MOST DEDICATED FANS

NBC has developed "Fan It," an unprecedented custom-built network wide affinity program that provides exclusive incentives and rewards for fans in return for promoting, interacting with and discussing all of the network's new and returning 2010-11 programs. The program, which utilizes social media platforms including NBC's own myNBC as well as Facebook, Twitter, MySpace and FourSquare, will launch on May 17 and will be an ongoing program at www.nbc.com/fanit. ...

"What better way to spread the word about our shows then　with the help of our loyal fans,said Stotsky. "This innovative program creates a win-win opportunity – providing interactive and rewarding experiences, while at the same time broadening the reach of our new and returning programs by harnessing the power of social media.

NBC enjoyed earlier success with the launch of the third season of "Chuck" in January via "Mission: Chuck Me Out," [powered by Thingfo] a social media game that rewarded fans of "Chuck" for discussing the show on their social networking profiles. The game resulted in tens of millions of social media impressions.

Fan It was built by NBC in conjunction with social media tracking by ThingFo Inc [a social media marketing company].

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