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Two NBC dramas join Chicago PD to live-tweet its premiere

Tuesday, 28 January 2014

When the new NBC drama Chicago PD (@NBCChicagoPD) premiered on January 8, the cast of not one but three @NBC programs live-tweeted the episode to create buzz for it.

Naturally, the @NBCChicagoPD account live-tweeted to promote its own premiere, but two other Dick Wolf-produced shows on @NBC — Law and Order: SVU (@nbcsvu) and Chicago Fire (@NBCChicagoFire) — joined in the fun to support the latter’s spin-off.

The coordinated effort between the network, shows and talent led to a cross-promotion that both engaged the audiences of the existing shows and fueled awareness of the new show. The trio of live-tweeting accounts helped drive 46,418 Tweets about @NBCChicagoPD, seen 2.9 million times by 751,000 people, according to Nielsen Twitter TV Ratings (NTTR) from Nielsen SocialGuide (@Social_Guide).

Cross-pollinate your followers

When promoting the live Tweet, the show accounts chatted with each other over Twitter, showing a sense of community and camaraderie.

This leveraged the Twitter followings of existing shows to raise awareness about a new show on the network — and, in Chicago Fire’s case, a spin-off with some of the same characters.

Live-tweet your show — and then the next show on your network

When @NBCSVU finished live-tweeting its own show from 9-10 p.m., it encouraged viewers to stay on NBC to watch the @NBCChicagoPD pilot by staying online to live-tweet it, another useful way to take advantage of a show’s fan base and promote crossover appeal.

Enlist other show’s talent to join your live-tweeting

Throughout the hour-long live-tweeting the three show accounts provided commentary, photos, quotes and compliments. But it wasn’t just the show handles; talent from @NBCSVU and @NBCChicagoFire joined in the live-tweeting too.

Of course, @NBCChicagoPD’s stars including @JonSeda, Marina Squerciati (@marinasqu), @ArchieKao, LaRoyce Hawkins (@RoycedaVoyce), @jesseleesoffer and @SophiaBush, were also live-tweeting.

So was Derek Haas (@popcornhaas), a co-developer of the show, who even mentioned cast members.

When the live-tweeting was over, the shows and casts thanked their viewers for tuning in.

Do you know of other innovative uses of Twitter? Write to mediablog@twitter.com.