Tonight, “Teen Wolf” comes back from its 10-month hiatus, but its fans haven’t felt its absence too strongly because of MTV’s aggressive strategy to keep viewers engaged even with the show off the airwaves.
After the show’s Season 2 finale in August, MTV began a year-long social media strategy involving fan contests, rewards and exclusive content. MTV launched a Twitter puzzle 100 days before the Season 3 premiere with one piece unlocking each time a user tweeted #TeenWolfSeason3. The puzzle unveiled scenes and information for the upcoming season and its diehard fans unlocked the 20,000 tile puzzle in less than 24 hours.
These are all ontop of fan fiction competitions and opportunities for walk-on roles, and all have generated an enthusiastic response from MTV viewers. Not to mention a promotion to binge-view Season 2 ahead of the new season launch, a strategy still being taken on reluctantly from some networks.
Read more about it at The Wrap.
Brief Take: “Teen Wolf” has it figured out. As Tina Exarhos, EVP of marketing and multi-platform creative for MTV, MTV2, mtvU and mtv.com told The Wrap, “From a competitive standpoint, there’s no dark time anymore.”