You don’t need to be part of a celebrity entourage to watch the premiere of Criminal Minds with its star Shemar Moore (@shemarmoore), but you do need to log in to Twitter — and many did.
The evidence: more than 85,000 Tweets (SocialGuide numbers) generated during the premiere of his show Criminal Minds, during which Moore sat with Executive Producer Janine Sherman Barrois (@Jsbarrois) to live-tweet his perspective on the start of the new season.
Tweeting away with @jsbarrois #CriminalMinds pic.twitter.com/AvUDZpDDch— Shemar Moore ( @shemarmoore) September 26, 2013
The conversation on Twitter between Moore, Barrois and fans of Criminal Minds was one of many orchestrated by CBS as part of its premiere week strategy on Twitter — #CBSTweetWeek — where actors, producers and writers gather together to live-tweet their premieres.
It’s all about the hashtah! #criminalminds https://t.co/0aSWtjGrQw— CBS Tweet ( @CBSTweet) September 26, 2013
It’s not the first time CBS has done this: it was their 5th “Tweet Week”. But this year the network’s approach brought in some big numbers: over 50 percent more Tweets around its September programming compared to last year. CBS generated more Tweets because they created great content, which included photos and videos from their Tweet Week lounge, great Tweets from talent to fans, Vine videos and giveaways of show merchandise on Twitter.
In all, CBS had cast members of 18 shows live-tweeting during premiere “week” which actually occurred over a two-week period starting on September 18. This chart shows the activity on Twitter turning the two-week time frame. Notice how Tweets peak on the days the shows air and the days the stars tweet.
In pictures — from the CBS sofa
Just like many of the viewers at home, the stars shared a couch at CBS and posted photos for their fans during their premieres:
Watching & hangin with #ncis ? pic.twitter.com/uhwfTETAK5— Daniela Ruah ( @DanielaRuah) September 25, 2013
#BigBangTheory premiere is on NOW! Tweet along LIVE w/@kunalnayyar & the cast 4 #CBSTweetWeek! http://t.co/DL9PnuuDQs pic.twitter.com/bhfGm50UVe— The Big Bang Theory ( @BigBang_CBS) September 27, 2013
Thanks Hamish & @JamesWolk for watching & tweeting the #CrazyOnes premiere for #CBSTweetWeek http://t.co/fluTfPsdHL pic.twitter.com/jinkOt22UV— The Crazy Ones ( @CrazyOnesCBS) September 27, 2013
We are here and ready to live tweet! pic.twitter.com/spRCLc7P6g— Beth Behrs ( @BethBehrs) September 24, 2013
Serious live tweeting happening here! @OfficialKat @BethBehrs @TheMoyWonder @jbkite #2BrokeGirls pic.twitter.com/inWPwXqMHq— 2 Broke Girls ( @2BrokeGirls_CBS) September 24, 2013
A six second call to action
The actors ask fans via Vine videos to live-tweet along side them:
Join Rachel Reilly, Brendon Villegas, live tweeting #AmazingRace #CBSTweetWeek https://t.co/LUwPWjrmBL— CBS Tweet ( @CBSTweet) September 29, 2013
As the cast of #NCIS are saying….TWEET LIVE now!! #MichaelWeatherly #BrianDietzen #SeanMurray https://t.co/VZabOSDMJJ— CBS Tweet ( @CBSTweet) September 25, 2013
Join @officialkat & @BethBehrs in 15 min! They’re tweeting live! https://t.co/NJWCvuOEnT— CBS Tweet ( @CBSTweet) September 24, 2013
And when the shows were next to each other in the schedules, the talent was too:
The cast of #NCIS & #NCISLA at #CBSTweetWeek! https://t.co/PTPl8IhMgX— CBS Tweet ( @CBSTweet) September 25, 2013
Stars give superfans some extra love
Fans who sent artwork to the cast and writers had their artwork showcased in Tweets and Vine videos on the official show or CBS Tweet account.
See how much @BrianDietzen @SeanHMurray @M_Weatherly love fan art!! #NCIS #CBSTweetWeek http://t.co/GA7y3YCr5t pic.twitter.com/8Vh7JRRdXP— NCIS ( @NCIS_CBS) September 25, 2013
The cast of #NCISLA thanks the fans for the awesome art! https://t.co/9rwtmtZYd7— CBS Tweet ( @CBSTweet) September 25, 2013
And NCISLA’s L.L. Cool J had a special gift for a fan who retweeted his photo:
Retweet for a chance to win this signed copy! #NCISLA pic.twitter.com/l0rKcsuNpn— LL COOL J ( @llcoolj) September 25, 2013
The mother of all Tweets
The final season of How I Met Your Mother (@HIMYM_CBS) saw the titular ‘mother’, actor Cristin Milioti, tweet live from the CBS couch and engage directly with fans.
My face when I found out that Ep. 2 is also airing tonight. #idontknowhowtheinternetworks #orhowtoreadapparently pic.twitter.com/ua4E89SRBh— HIMYM ( @HIMYM_CBS) September 24, 2013
.@modev94 Me too. But mine was more of a like, “That’s what my voice sounds like?!” #HIMYM— HIMYM ( @HIMYM_CBS) September 24, 2013
.@kamg09 Right after my breakdancing skills are FINALLY utilized. #HIMYM— HIMYM ( @HIMYM_CBS) September 24, 2013
Do you know of any other innovative use of Twitter? Contact us at firstname.lastname@example.org.