Gamification, App’s & Twitter: How PSYCH is awesome in social media and promotion!

I watch a lot (and I mean a LOT) of series and movies, but none of them are so incredibly good in using social media and the internet for promotion as USA Network’s series “Psych”!

Although not so much in the Netherlands, Psych is incredibly popular in the United States. The series has been renewed for a sixth season, to begin in summer 2011. If you want to know what Psych is all about, check out the link at the end of my post.

So, what do they do? Here are the best promotions and social media activities:

Gamification
The most prominent promotion, in my opinion, is “gamification”. Gamification is (check Wikipedia) ‘the use of game play mechanics for non-game application (also known as funware), particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications.’ That just means USA Network owns a website were non-games can be played. A ‘hub’ if you will, surrounding the Psych series. Here are two screenshots:

The idea is to reward the Psych-fans by giving them the opportunity to get free Psych-items and to make sure that the minds of people are on Psych at least once a day, even when the show it not airing. Well, it works! Many people participate daily (points can only be earned every 24-hours). To even promote Club Psych, creators of the show occasionally add exclusive Psych items (such as signature ones). One can even compete with other players to become ‘The Ultimate Psych-Fan’… (I’ve actually played myself, got totally addicted because I really wanted the have enough points to order some season dvd box-sets… I have them now ;))

The reason why it works, is because it’s slightly addictive. People want to become that ultimate fan and people want to win free dvd box-sets. In addition, extra features are placed on Club Psych such as behind the scenes and interviews. Here's a video about USA Network's Jesse Redniss who talks about Club Psych:



Campus Wars
Yes, that one was fun. Due to the fact that more younger (between 18 and 34) people started watching Psych, the marketing department thought it wise to capitalize on their fan base. Ten universities across the country were chosen, loosely based on where Psych-fans seems to congregated geographically. What they did was, the stars of the show (James Roday and Dulé Hill) and a host (writer or creator, etc.) visited the ten universities. During this visit there were Psych themed activities, including a sneak peak at the show’s fall season premiere.

In addition to the live visits, USA Network announced the ‘Campus Wars’. Major colleges and universities had the opportunity to get their college/university named in an episode. In combination with Club Psych, people could create profiles an earn points (by playing the non-games) which were credited to their school. Again, this was a huge success! Check out this video were stars James and Dulé comment on the Campus Wars:



Psych App (iPhone & iPad)
This one is even more interesting. It’s called “Psych Vision”. The App provides a connection between the popular social entertainment check-in service GetGlue.

It seamlessly connects fans to social and mobile features, to unlock exclusive Psych content by putting in keywords. These keywords are promoted on the show itself and online. Some other options are to increase the amount of Club Psych points, share their favorite show moments and chat with other fans. The latter by using a new chatter feature. Psych Vision is a social platform.

Twitter & Facebook
Finally, social media. Someone at USA Network manages the Twitter and Facebook account of the series. The interesting thing about their Twitter account is that the manager (let’s just call him/her that) actually answers to people and keep them really up-to-date. In fact, sometimes updates about Club Psych, such as the addition of new prizes, were even posted on Twitter before they were posted on Club Psych! In addition, entries for ‘Psych Fan of the Week’ etc. are tweeted. Then Facebook. It’s not as up-to-date as Twitter but still the manager keeps posting interesting messages. I can even remember a contest last year, where as many people as possible had to exchange their avatar for a pineapple-avatar (watch the show, you’ll get it ;)) to win many prizes. You have no idea how many people did that! Neither do I, but I know there were a lot. Especially since the Facebook page has over a million followers.


As you can see, Psych is really into social media and the internet. While many series/movies do “just” one campaign, sometimes involving social media, Psych has been doing it for some time now. Increasing in popularity, social media is actually working really well for Psych. The marketing department really knows their target group and how to reach them. By connecting all the promotions and social media, people are able to participate in so many activities. I don’t know how it’s going to end, but I must say that the creators of the promotions really are creative. Just keep monitoring it, I’m pretty sure an awesome new campaign will turn up soon!

Links:
About the show: http://en.wikipedia.org/wiki/Psych
Club Psych: http://clubpsych.usanetwork.com/
Twitter: http://twitter.com/#!/Psych_USA
Facebook: http://www.facebook.com/psych
Psych App: http://www.usanetwork.com/series/psych/downloads/apps/index.html
About GetGlue: http://www.getglue.com