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Mean Girls Facebook Live Stream & Sweepstakes

A celebration of #MeanGirlsDay (Oct. 3rd) with a Facebook live viewing party and sweepstakes hosted by Tina Fey & Busy Phillips

PRODUCTS USED

Tina Fey and Busy Phillips hosting the facebook live stream viewing party

OVERVIEW

Paramount & Mean Girls Broadway were looking for a unique way to engage fans, raise awareness and celebrate both the 15th anniversary of the cultural phenomenon Mean Girls movie release, as well as the hit Broadway musical.

October 3 is internet famous and for Mean Girls fans a holiday in its own right. The goal was to capitalize on the annual holiday by bringing Facebook audiences, movie and musical fans together across the country with a live experience that captured the spirit of the brand, celebrate and rewarded them for their many years of love & support.

HOW IT WORKED

The solution seemed simple, through a Facebook Live Stream , allow fans to engage with the movie like never before. We brought the original writer of both the Movie and Musical, the queen bee herself; Tina Fey (and Mean Girls super fan, Busy Philipps), to host the ultimate live viewing party via real-time comments to air, all while spending time with a group of fans that adore the film. Oh, and let’s not forget the fabulous prizes!

KEY FEATURES

Live Stream: The live event was streamed to Facebook and featured custom graphics. Telescope in addition supported full production services .

Utilized native Facebook features such as:

Trivia Questions
Polls
Sweepstakes
Comments to Air

RESULTS

Mean Girls Day entered the national conversation on October 3rd, trending on Twitter for 12 hours. Mean Girls Broadway also recorded the highest traffic to date since the show opened in March 2018. Within a 24-hour period, the Facebook Live garnered 466K total views and reached 1.1M people.

With the viewing party press announcement, digital publicity hit over 130MM unique monthly visitors on sites including People (70MM), EW.com (18.5MM), Ad Week (2MM) and Broadway World (1.8MM). The Facebook Live viewing party was also included by CNN (132MM) in their October 3rd coverage.
The Mean Girls movie page saw a 115% increase in organic reach from the previous October 3rd.
All October 3-related content on the Mean Girls Broadway channel resulted in more than 6.2M impressions and 220k engagement. ·
The sweepstakes for a Broadway walk-on role received 27.9K entries in the first 3 days.
Mean Girls Broadway increased its email fan list by 28K subscribers as a result of the pre promotion, live event and sweeps and saw combined platform follower growth of 10k.

Through our partnerships efforts, the combined following was roughly 53M across all social platforms. We can assume that we reached about 15% of the total followers on October 3rd—estimating about 8M total impressions.