Popular’s yearly ‘Especial Musical’ is a Puerto Rican Christmas tradition; as traditional as ‘lechón asado’ (roasted pork). The bar was set high when working on our social strategy: we wanted to achieve as many viewers as possible and make the show accessible to people all over the world regardless of the device they were using: TV, desktop or mobile device. We saw a tremendous opportunity in social media to make all Puerto Ricans feel closer to home: whether they were on the island or not.
Popular’s social voice was spreading the word through hashtags (#SaboraPR and #especial2012), Facebook events, Cover Photos, and Promoted Posts. On YouTube, we provided “extras” and “behind the scenes clips” on featured artists. After transmission, people could watch on the show on the website, www.hechoconsaborapr.com for 24 hours (with an extra showing later on, demanded by our fans).
The magic behind all of this was that the fans willingly and organically gave us their feedback and comments. More magically, perhaps, were the social results: over 17k likes, 1k+ comments, and 800 shares all in one day. Our Twitter interactions increased by 300% during the period in which we promoted the show, and a total of 171k views were achieved on our YouTube Channel, including 36+K views gathered from the 24 hours the show was available on the channel.
We answered, liked, and engaged with our users during the hour-long show. Viewers of all ages and demographics loved the show, highlighted which songs were their favorites, and congratulated Popular on the work. “Hecho con Sabor a Puerto Rico” provided us with positive results instantaneously, but more importantly, taught us a valuable lesson: the more exclusive, real-time content for fans, the better.
- YouTube Videos
- Facebook Posts
- Twitter Live Coverage