USA Network sought to drive mass awareness for the series finale of PSYCH by celebrating the show and it's beloved cast, and by engaging with loyal fans in thanks for their support of 8 successful seasons, on a minimal media budget. Since PSYCH's fans, known as PSYCH-Os, are highly social by nature, the network wanted to bring the finale experience into the homes of fans by allowing them to actively participate in the celebration via Twitter, Facebook, and Instagram, while seamlessly incorporating the community's engagement into part of the on-air viewing experience.
USA achieved its goals driving mass awareness by leveraging loyal fans and talent, and provided fans with a fully-integrated social experience, engaging with fans via Twitter, building awareness for the events via Facebook, and collecting user-generated content Instagram to feature on-air. More than 17k fans participated, mentioning the #PsychAllNight hashtag more than 57k times, which propelled 21 trending topics and garnered 110MM+ impressions. For the series finale and "Psych After-Pshow," the event live-tweeting led to another 17 trending topics, as over 41k Psych-O's mentioned #psychOUT over 70k times, resulting in 63.6MM impressions.
USA Network made the finale an interactive event. The "PSYCH All-Night" marathon event, featuring cast-favorite episodes, was promoted on Facebook with sharable invitation graphics and an event page. During the marathon, USA engaged fans and cast via a live Twitter chat, encouraged them to submit Farewell Instagram Videos and Tweets to be featured on-air. The event included the "Ultimate Psych-Off," a live competition via a second-screen experience. During the live "PSYCH After Pshow," USA held an interactive awards ceremony, "The Golden Pineapples," revealing winners on Twitter and Facebook.
The PSYCH Series Finale Activations, cohesively integrated social, digital, and on-air components, and resulted in mass awareness for the show's series finale in a unique way that captured the show's essence and the social nature of the fans. The campaign seamlessly took a socially-driven campaign further into the ultimate fan experience across social, digital, and live broadcast channels.
