Objective: The Teen Wolf fan base is extremely passionate and vocal about the characters of the show. Over the past few seasons, the show as developed an online cult following. As a result, MTV wanted to develop an opportunity to empower fan creativity and get them even more involved with the show beyond the TV screen.
Strategy: MTV noticed that avid Teen Wolf fans were regularly developing their own content online after the show, including pages dedicated to specific characters, graphics and imagery, and even extended storylines beyond the series storyline. To engage with these fans, MTV responded to Teen Wolf fan outrage after popular character Allison Argent passed away on the show by building an online memorial site dedicated to Allison were fans could share their sadness and express their anger. MTV even provided fans with more storylines following the linear series with a quirky, behind-the-scenes online series titles "After After Show" featuring Teen Wolf stars.
Outcome: As a result, MTV has been able to successfully engage with avid Teen Wolf fans. In the four weeks following the memorial page going live, the site saw more than 250,000 visitors and gained more than 10,000 posts from fans sharing their feelings around the death of Allison Argent on the show. Additionally, fans continue to look for more Teen Wolf content as The "After After Show" seasons 3 and 4 have combined for more than 5 million streams.
Teen Wolf, MTV's hit supernatural drama series has grown into a cult hit for the network since its premiere in 2011. As a result, the show has cultivated a massive fan following and subsequent demand for digital content in between weekly episodes and seasons.
Now in its fourth season, Teen Wolf has the distinction of being one of TV's current great fandoms — massively creative, passionate, knowledgeable, proud and vocal about their utter devotion to the show, not just while the show is in season but even after their TV is off. Over the course of the show, MTV has continued to put forth innovative efforts focused on engaging, empowering, elevating and rewarding that fandom.
For example, world-wide Teen Wolf fans were faced with extreme angst, anger, and grief following an episode where the popular character Allison Argent lost a confrontation with a mythical Japanese demon and was killed off the show. Immediately following the episode, MTV launched TeenWolfMemorial.com, giving fans a place to grieve together and express their outrage of her death in the show. In the four weeks following the memorial page going live, the site saw more than 250,000 visitors and gained more than 10,000 posts from fans sharing their feelings around the death of Allison Argent on the show.
Understanding that Teen Wolf fans are always looking for more content – especially online – MTV introduced the Teen Wolf "After After Show." The online series features Teen Wolf stars from the show and gives fans a quirky, behind-the-scenes look into the development of the show and quirks of the characters. The "After After Show" seasons 3 and 4 have combined for more than 5 million streams from Teen Wolf fans looking for more.
