Home  › Marketing › Strategies
usa-suits

USA Network Asks Suits Fans for Cines

  |  January 28, 2013   |  Comments

The network is calling on fans of the show Suits to submit animated GIFs via Cinemagram.

In order to to promote the second half of the second season of its lawyer drama Suits, USA Network is encouraging fans to submit cines, or two-second animated GIFs from video clips via photo/video hybrid app Cinemagram.

New episodes returned January 17. According to USA, 3.6 million viewers tuned in. Not including the January 17 episode, there are five new episodes remaining.

The Cinemagram initiative launched January 14. Fans can submit clips from Suits itself, or cines inspired by Suits, such as a fan imitating a character.

Weekly winners will be dubbed Cine of the Week and will win prize packs. The initiative will run through the remainder of the season, or February 21.

According to the official rules, users must follow @Suits_USA in order to participate.

Entries are tagged with #SuitsCine.

According to a USA rep, the show has had 23 #SuitsCine submissions to date. The Cine of the Week will be named prior to each new episode on Thursdays.

As of Tuesday, the cine with the most likes on Suits' Cinemagram page has 146.

Also as of Tuesday, about 50 tweets had been tagged with #SuitsCine, although 17 were from one user, @SuitsObsessed, whose bio says, "I'm a college student who's a SUITS, Twilight, White Collar, Rookie Blue, Grey's Anatomy, Smash,(and many more)...Loving freak! Avid Fanfic reader!"

The Cinemagram app has had more than 5 million downloads on iTunes to date.

According to USA, it is the first TV brand to run a contest with Cinemagram. The network plans to run similar campaigns with its shows White Collar and Psych, which premiere in late January and February, respectively.

"I think a lot of our fans were already using Cinemagram," says Colleen Mohan, senior vice president of brand marketing at NBC Universal, which is USA's parent company. "It was a matter of capturing that and the growing popularity of the Cinemagram platform."

Suits' target audience is 18-to-34-year-olds.

USA will promote the initiative, in part, on its Suits Tumblr, which launched in June 2012.

A January 18 post about the initiative on Facebook has 548 likes. Suits has 922,000 fans.

In addition, USA says it live "cine'd" the last new episode with exclusive scenes posted as they happened live.

USA is working with social agency 360i on the initiative.

"We're in the business of storytelling. This initiative gives us an opportunity to put fans at the center of storytelling," Mohan says. "It's seizing the moment with the popularity of Cinemagram to give fans another connection and to tell a story within our story."

Tags:

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • E-Letter Managing Editor--Stephen Petranek’s Tomorrow in Review
      E-Letter Managing Editor--Stephen Petranek’s Tomorrow in Review (Agora Financial) - BaltimoreWe’re looking for a talented, persuasive storyteller...
    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...