ABC’s Pan Am Social Media Efforts Help Show Take Flight

ABC Pan-Am Social Media SitesIt’s the traditional fall TV premiere season and the networks are pulling out all the stops to promote their new crop of shows. Audiences are by no means guaranteed anymore as the TV viewing public is faced with hundreds of options in each time slot, as well as other activities such as video games, internet content and especially social media to distract their eyeballs. TV shows hoping to connect with an audience in 2011 must look to social media to not only promote, but to provide a second and third screen experience on laptops, mobile phones and tablets.

In January, 2011 Neilson and Yahoo revealed survey results (to little surprise) that indicated that 86% of mobile phone users use the internet on their device while watching TV. Of those people, 33% were using mobile apps, 37% were browsing the internet and 40% were interacting with their friends on social networks like Twitter and Facebook.

Pan Am debuts this Sunday
Sunday marks the premiere of ABC’s highly-anticipated and heavily marketed show Pan Am (I even received a physical postcard in the mail, the ‘real’ mail!). The show is based on the experiences of Nancy Hult Ganis who worked as a Pan Am stewardess for the airline from 1968 to 1975. However, the show will first go back to the year 1963, touching upon the music and style of that time, as well as the significant political and cultural events.

ABC’s offcial Pan Am website features video, photos, cast bios and a discussion area featuring user and official tweets and Facebook status updates. The site links to their social media outposts on Facebook, Twitter and Pandora as well as partner sites such as Jetsetter.com

Your Facebook Flight Crew
The ‘My Flight Crew‘ application on the show’s Facebook page allows fans to create their own Pan-Am ID (despite my best efforts, mine looks super-creepy), choose a destination and assemble a flight crew including their friends to unlock exclusive content.

Pandora Pan-Am Station
My favorite part of the show’s social media effort is the Pandora Pan-Am Station, featuring selections of great pop, soul and jazz music from the 60s including Tony Bennett, Ricky Nelson, James Brown and of course the iconic Frank Sinatra. It’s been playing all morning and I haven’t hit the skip arrow on any of the tracks.

Tweet Powered Flights
Fans of the show can enter to win an exclusive Pan-Am travel bag by sending a tweet with the #PanAm hashtag on the Pan Am Tweet Flight site. Each tweet advances the airplane 1000 feet towards its stop on a trip around the world, awarding prizes at random intervals. Each week sees the flight heading off to a different destination from a short London to Paris jaunt to a long haul to Hong Kong.

Unlock Limited Stickers on GetGlue
Earn exclusive stickers on GetGlue by checking in to the show. It seems odd to let users ‘check-in’ to the show before it airs, but over 55,000 GetGlue users have done just that. FYI, yes GetGlue does send you actual stickers if you want – when you have unlocked 20 stickers you can make a request to have physical stickers mailed to you.

Travel Deals
If you’re feeling the itch to travel the one of the exotic locations featured on the show, starting Sunday at 11pm EST travel site Jetsetter.com will begin to offer weekly deals based on the episode.

Travel Accessories
If all this Pan-Am content makes you want to take on a stylish retro look when you travel, check out US retailer Brookstone’s stylish bags and accessories.

It’s good to see the efforts that ABC is putting into social media to promote the show. The Pan Am brand has a nostalgic appeal to a 1960s lifestyle and style that has already been proven successful to shows like Mad Men.

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