User blog:Paul.rea/MTV's Season Two Promotional Machine!

MTV made a conscience effort to make sure their first successful teen drama, Teen Wolf, wasn’t forgotten during the off season and they seem to have succeeded.

Network President Stephen Friedman explained in a recent article at LostRemote.com :

“At the end of Teen Wolf in August, just in terms of filming, it would take 9 months to get show back on air. We created a bridge strategy, using MTV.com and Facebook and Twitter. We were able to continue to engage with audience, even fans coming to visit the sets.

These Wolf Pack girls were brought to set and they ended up doing all kinds of programming. The show hasn’t launched again, it will launch after the Movie Awards in June. Since the show went off the air the fan base increased 50%. For us, that’s an amazing example of how you feed that hunger that the audience has without using TV at all.”

The fans lucky enough to visit the set were given unfettered access to the show’s cast and were themselves highlighted in posts on the show’s tumbler site.



Also, as part of the run up to the debut on June 3rd, the network has released a steady stream of videos starting with a simple teaser trailer that revealed little or nothing about upcoming plot lines but urged viewers to “Trust the Instinct”.

Season2Promo

The tagline quickly became a trending topic on twitter and the video quickly racked up more than 50,000 views from fans at the MTV Teen Wolf website.

The network followed up with a series of cast interviews dropping hints about what viewers can expect in the 2nd season.

Season2Promocast

To mark the beginning of the one-month countdown to the season debut, the network released a 3-minute long promo rife with spoilers and scenes from the upcoming episodes.

Season2Promo2

In an attempt to push even higher social media success, MTV is teasing fans with the promise of a 10-minute preview of episode one if and only if the above video reaches 5,000,000 views. The video is averaging 10 thousand views an hour. At that rate, it will take 20 days to reach that goal.

Also as part of the Season 2 push, MTV has authorized the first Teen Wolf novel, On Fire, which will be released shortly after the season debut on June 3rd.

They’re also launching a social media experience called Teen Wolf: The Hunt. MTV’s Stephen Friedman explained it this way:

“The characters will then give clues, that only the people online will be playing. The creators of the show, will put them on screen and only the audience that has played the game with Facebook, brought to you by sponsors, [will know that it was part of the game]. We’re talking to a few of them now about it now. Our sponsors are looking for a different engagement. We don’t want to lose the audience either [when the show isn't airing]. It’s a double win.”

Teen Wolf: The Hunt begins Monday, June 4th, coinciding with the debut of the second part of Season 2 episode one.