Entertainment Spot: How did the idea come about for your video-based scavenger hunt contest to promote USA Network's new show, "Psych"? What makes this show a good fit for the Motion.TV service?
Woo: We were already working with ElectricArtists, a media company that has worked with USA Network on a number of campaigns, to promote other television properties. For Psych, we wanted to develop something that would raise awareness for all properties. The idea of the scavenger hunt fit well with the theme of the show (a detective trying to solve cases by following clues). This benefited Motion.TV by generating traffic, familiarized users with Motion.TV and greatly increased our user base. Contest participants also familiarized themselves with the new show by watching video clips and answering trivia questions. Then they virally spread the contest to friends. I'm not sure if the show fitting with Motion.TV was the most important factor in our selection… rather it was Motion.TV's creativity and understanding of the goals of USA Network, and our efforts in the promotion of the contest.
Entertainment Spot: The contest campaign is nicely immersive for both entities. Users have to register with the Motion.TV site and familiarize themselves with its categories to enter the contest, and they also have to spend some time with "Psych" by watching video clips of the pilot episode. Can you tell us a bit about the strategy behind the promotion?
Woo: Instead of creating a contest where users uploaded content in the form of videos, we felt it would be more effective to have them watch videos and familiarize themselves with the show, its characters and Motion.TV. We also felt that this would require the contest participants spend time interacting with all the properties.
Entertainment Spot: "Psych" currently has the highest rated debut episode of a basic-cable series so far this year. How do you think the show's strong online presence has contributed to this milestone? Can you give any other indications that this has been a successful campaign?
Woo: "Psych" is a great show. It's interesting and fresh. Honestly, this is the most important reason for its initial success. However, USA has done a great job using many media formats to promote the show. I'm sure USA would agree that the internet contributed a great amount to the awareness of the show and probably was one of the most cost-effective media channels as well.
Entertainment Spot: Tell us about any other entertainment properties Motion.TV has worked with in the past.
Woo: A&E, The History Channel, Sony Pictures, Jack in the Box and many other shows for USA Network, as well as USA Network general promotions.
Entertainment Spot: What do you see in store for online video as an entertainment marketing tool in the future?
Woo: Online video as an entertainment marketing tool is only going to get bigger. The real question is, what is in store for the large video community platforms? I don't think anyone knows the answer, but my dotcom experience tells me if you can't figure out how you're going to make money now, you probably won't make any money later.
Entertainment Spot: What does the future hold for Motion.TV?
Woo: Believe it or not we will be profitable in the coming months (unlike much of our competition). We think content will lead the way-- not technology, bandwidth or immense size. We are not really in this to blow up and sell out (that was what people tried in the '90s, with little success). You'll hear a lot more from us soon.
Jodi Harris is the editor of iMedia Connection's Entertainment Spot. Read full bio.
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