Tonight was the AMAs - Yet another live pop culture television event ripe for "social TV." And retail brand Kohls accepted the challenge with its Jennifer Lopez "choose your own adventure"-like stunt reminiscent of what Hawaii Five-0 did almost a year ago - but on steroids.
How'd it do?
The bar char below (generated using Radian6) shows how many times the campaign's various hashtags were mentioned today (not just during the AMAs telecast).
This trends chart (below) does a better job showing the relative volume of each hashtag by the hour. Looking onward starting from what's labled 7pm, you can isolate hashtag usage to just during the AMA telecast.
The amount of participation in a given TV show's real-time Twitter TV polling is still a small percentage of that show's viewing audience (Just as Twitter is, for now, that of the U.S. population). But as I've said in the past, the objective of these kinds of executions are to generate and amplify buzz to either help drive tune-in or in Kohl's case, keep the brand top of mind for Black Friday. There certainly was no shortage of press about #GetJenniferThere - and you can absolutely bet that people are talking (and thinking) about Kohls tonight MUCH moreso than if the brand had just run standard TV spots. Hopefully for them that translates into retail sales this Friday...