Social Media Campaign Stat Box
: Betty White to host SNL Campaign
: By the people
: Everyone, especially Betty White Fans and NBC
: Emotional appeal
: Dec 2009
: 6 months
Betty White is an Emmy Award winning actress of Golden Girls and Mary Tyler Moore show fame. She was the naive, simple and hilarious Rose Nylund who believed that Bob Hope was her biological father. Due to endearing characters that she portrayed through out her career spanning over eight decades, she has developed quite the fan base, a genuine and loyal one at that.
About the campaign
In late December 2009 a bunch of fans started a Facebook fan-page to encourage both Saturday Night Live and Betty White to have her as a host for SNL commemorating her eight decades of entertainment. The fanpage kept on getting bigger and bigger through people sharing it on social media whether through Facebook or Twitter.
Users loved Betty White and the fanpage gave them a place to express that love and an excuse to share and reminisce about her memorable roles and clips. As the campaign grew more and more, it hit the 500,000 mark and people at NBC took note of it and arranged with Betty White to host SNL on May 8th.
The show got great reviews and was an absolute hit becoming the most watched SNL over the past 18 months, i.e. since Tina did Palin. After the success of the campaign, several other people started their own campaigns working on getting them to do several gigs, from Carol Burnett to Host SNL (PLEASE?)! to Getting Betty White to Host the Academy Awards, or even for president.
After the show, the internet was buzzing with talk about the Betty White SNL show. She was the trending topic on Twitter, a top search result on Google, and blogs where discussing the show and celebrating that social media were heard by the suites.
Facebook Account (Betty White to host SNL Campaign’s Fanpage): 510,000+
Why did it do what it did?
This campaign is important for several reasons:
Old people can be trendy! While social media tends to be stereotypical, the realm of the young an old icon such as Betty White managed to get 500,000 behind her pushing her and the NBC network into the spotlight and demolishing the idea that you need to be a smoking hot 20 or 30 year old to be popular with the youth.
It pays when companies listen. NBC listened to the fans on Facebook and it paid very well for them by getting a large numbers of viewers to get away from their Facebook and computers to tune into to the TV again to watch the show that they wanted and campaigned for. This got people who gave up on the SNL franchise to pay attention to it again.
Perhaps a new opportunity? One of the issues that is facing cable networks is that they are finding it hard to maintain viewers with the advent of streaming and piracy so this offers a new model to keep people tuned in. Allowing the consumers to influence or request what they want to see will allow them to gain a certain ownership to the show and making them more loyal to it.
What did you think of the show? Did you participate in the campaign? Would you watch SNL again? Let us hear your thoughts.