Downton Abbey is one of most popular TV series at the moment- the British drama has captured the hearts and minds of many fans worldwide. Set in the 20th century, the show’s action starts in the morning in which the world found out that the Titanic sank. It centers on those who make up the Downton Abbey estate: the Crawley family, servants and other employees. The show even made it into the Guiness Book of Records for highest critical rankings for a TV show. Curated by Masterpiece and PBS, Downton Abbey quickly developed into a phenomenon, that social media had a key part in nurturing.
How did Social Media Help Downton Abbey?
Many think that the success of the show is actually owed to social media: even the Dowager Countess, played by the remarkable Maggie Smith, has a Facebook page. When describing the social media activity of the show the phrase “even the countess’s eyebrows are tweeting” seems to cover it.
In order to keep the fans entertained during the season break, the social media managers for Downton Abbey decided to think their campaign from a fan’s viewpoint. At the end of season one, they wanted to maintain the show’s visibility online, and created content and activities to keep the fans happy until the launch of the second season.
In December, Masterpiece and PBS organized an event in Times Square, New York, in which 500 of lucky fans were shown an extended preview of the second season premiere. The event generated a lot of buzz, as satisfied fans took to social networks to talk about their experience.
The first ten minutes of the first episode were released on the Facebook pages of both PBS and Masterpiece, gathering over 100,000 views and gaining over 20,000 new fans. Currently, the page has more than a million fans. On Twitter, Live Chats are breaking records: the chat with Hugh Bonneville had almost 5,000 live readers and over 2000 comments- and this is just one example. During their Golden Globe win, Twitter announced a peak of over 6,000 related tweets per second. On Twitter, Downton Abbey has more than 200,000 followers. Quite impressive, for a TV show! They constantly post quality content- photos, videos and memorable scenes or lines and have managed to create a connected and loyal community!
Have you ever watched Downton Abbey?
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