Nine network hires Amnesia for social media push
The Nine Network has engaged digital agency Amnesia Razorfish to create a wide ranging social media strategy including monitoring what is being said online about its output and promoting forthcoming shows.
Amnesia’s client services director Doug Chapman told Mumbrella that rather than being a one off project, “We’re fully engaged. It’s one of the more comprehensive social media strategies that I’ve seen of its type.”
Chapman declined to discuss which shows would be the first to be promoted, although Mumbrella understands Nine’s new strategy will include utilising Facebook and Twitter. It will also make more of Nine’s video assets which could see existing material being used to promote the network on video sharing sites such as YouTube.
Among the major shows Nine will shortly launch is the third series of its Underbelly franchise.
Compared to other TV markets such as the US and UK, Australia’s commercial networks have been relatively slow about sharing clips from shows, although Seven’s video player recently became embeddable, making it easier for its shows to reach new audiences. Seven’s Sunrise has a YouTube channel and Twitter profile with more than 10,000 followers, while The Morning Show launched a Facebook page earlier this year.
Mumbrella understands that Nine’s decision to dive into social media came from a very senior level within the network. One of the few shows on Nine to encourage interaction on Twitter was its Hey Hey Reunion late last year.
The project is being led by Amnesia creative director Iain McDonald and social media specialist Tiphereth Gloria.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Amnesia Razorfish
Doug Chapman
Hey Hey Reunion
iain McDonald
Morning Show
Nine
Sunrise
Tiphereth Gloria
Facebook AND Twitter?!
Bestill my beating heart.
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We will wait with baited breath to see if these AWARD winning agencies will produce some real Social Media events – not just twitter and Facebooth. I hope they can .
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Iain & Tip, good luck, but please be gentle with them.
And what’s your strategy with the guys on the Footy show? Crayons and finger painting first?
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wonder if now they’ll stop saying that TV is a dying medium
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I personally can’t wait to see the upcoming twitter hashtag for ‘Hey Hey’ that was a huge positive for those ‘reunion’ shows last year!
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