USA Network, the America cable-TV channel, recently kicked off a social media campaign to support the launch of its ‘Summer Camp’ reality series.
Working with creative partner 360i, USA Network aimed to go beyond just engaging with fans on Twitter and Facebook, and created a Tumblr content series called ‘This One Time at Summer Camp’.
The shareable content series features the most hilarious, awkward, embarrassing, sentimental and iconic moments from fans’ past summer camp experiences. It will then evolve to host actual content from the show, in which adults go back to camp and compete in extreme versions of popular camp activities. Then. over time, the Tumblr feed will become a blend of fan and branded content.
USA Network amplified the content via paid media and also partnered with Reality TV GIFs to create custom GIF content for the first few episodes.
Offline, USA Network also aimed to get major social influencers involved by hosting Summer Camp Takeovers. The brand involved the likes of BuzzFeed and PopSugar by turning up at their offices with DIY s’more-making stations.
‘Summer Camp,’ the network’s newest reality series, pits contestants against one another in an epic battle of the sexes-style competition featuring extreme versions of popular camp activities. Former American Idol finalist Matt Rogers will play host.