CTV recently launched a new promotion, Live the Drama, which enables fans of popular TV shows to enter a contest. However, this is not like other promotions:
The five grand prizes include VIP treatment at the final wrap party of ER; a CSI set visit and “victim makeover” by the show’s special effects makeup artist; an opportunity to attend a live taping of Dancing With the Stars (including a private dance lesson with one of the choreographers); a Desperate Housewives wardrobe tour and shopping spree; and the first-ever visit to the set of Grey’s Anatomy.
The promotion from CTV’s Creative Agency invites fans to battle for prizes by completing “missions” inspired by their favourite series. “This is a once-in-a-lifetime opportunity for Canadian viewers to win trips to the sets of their beloved television shows,” says Susanne Boyce, CTV’s president, creative, content and channels.
Essentially, each mission asks you to act out a scene or a theme from a TV show. Then, after the submission period is over, viewers can vote online for their favourite entry. CTV is running the contests for 5 shows and only reveals one mission at a time. Thus, if you are a fan of multiple shows you have to come back.
I think this is a good starting point to get fans not only more connected with the show but also with other fans of the TV series. They have certainly used some Tribal Elements (i.e. fan voting), but I think they could have gone further.
If CTV, builds a more complete strategy around this, they could be in a position to ‘own’ the show’s tribe - at least in Canada. This could do wonders for CTV the next time they negotiate for distribution rights.
