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Wednesday, November 19, 2008

Fallon Brainfood: @_S_A_R_A_H_ Case Study at SMBMSP

How Fallon and SciFi Network are using Twitter to turn TV audiences into social web advocates.
Listen to testimony from a real fan's podcast describing his experience

Fallon strategic planner Aki Spicer and producer Marty Wetherall presented some of their recent learnings from @_S_A_R_A_H_ at Social Media Breakfast/Twin Cities. @_S_A_R_A_H_ is a character from SCIFI Network's Eureka who Twitters to over 3600+ loyal followers. Aki and Marty revealed some of the rewards and pitfalls of maintaining a live, ongoing, public conversation with fans as well as thoughts on how the modern television series is evolving, extending and enhancing their characters and stories using the social web to engage and inspire fans.

Results to-date:
3676+ followers (as of Nov 19, 2008)
4800+ Eureka mentions
5000+ SCIFI mentions

1.3 million twitter impressions (and counting).
683 different people @_S_A_R_A_H_'ed.
Multiplying their follower count by the number of @_S_A_R_A_H_'s they tweeted resulted in 604,812 impressions.
Additionally, _S_A_R_A_H_'s tweets resulted in 733,442 impressions.
End Result: 604,812 + 733,442 = 1,338,254 twitter impressions.

Read the world-first "Twitterview" between a TV character and a blog reporter.
Additional notes from Aki and Marty and Pioneer Press
The Creative Idea: "Talk to your favorite character. Really." Imagine if social media could deliver this Marsha Brady Effect to every participating fan.