Guys Choice, now in its fifth year, is Spike TV’s star-studded awards show honoring the entertainment, actors and athletes that guys love most. The event took place at the Sony Pictures Studios in Los Angeles with a multitude of unforgettable moments and ecstatic winners. The goal of the 2011 Guys Choice campaign was to build brand attention for the Guys Choice franchise, build anticipation and drive tune-ins during the week between taping and telecast.

1. Spike TV
One Child-Case Study -
Using HootSuite To Create New
Using HootSuite to run a multi-stage User
Case Study
Case Study promotion for the Guys Choice awards
Experiences
Introduction
Guys Choice, now in its fifth year, is Spike TV’s star-studded awards show
honoring the entertainment, actors and athletes that guys love most. The event
took place at the Sony Pictures Studios in Los Angeles with a multitude of
unforgettable moments and ecstatic winners.
The goal of the 2011 Guys Choice campaign was to build brand attention for
the Guys Choice franchise, build anticipation and drive tune-ins during the week
between taping and telecast.
The challenge
The 2011 Guys Choice promotion was a multi-staged social media plan. The team
needed to promote advance awareness of the show, plus the taping of the show
Get Listed: Using Twitter lists in and finally, the show’s airing. The actual broadcast required the team to monitor,
HootSuite simplifies campaign respond and update the TV viewing audience in order to increase on-going
monitoring. Create public lists for viewership of the show.
others to follow along or private lists
for monitoring competitors. Lists
The promoted content was collected by monitoring celebrity Tweets leading up
helped the Guy’s Choice social media
to and during the show’s taping and subsequent broadcast. The team captured
team to track and amplify brand
photos backstage with the celebrities and military personnel along with live
mentions from celebrities.
Tweeting the awards including responding to followers using the #GuysChoice
hashtag. On top of it all, the team was short-staffed which increased the
multitude of tasks for each member.
The solution
The scheduling functionality within the HootSuite dashboard was essential in
making sure everything was ready on time while operating as a skeleton crew.

2. Spike TV -
Using HootSuite to run a multi-stage
Case Study promotion for the Guys Choice awards
Monitoring celebrity Tweets throughout the week leading up to the show was
absolutely crucial. Following Twitter Lists within HootSuite allowed the Spike
team to easily monitor Tweets from attending celebrities who were using the
HootSuite Publisher: View scheduled
updates in a handy page-view to help #GuysChoice hashtag throughout the day as well as interacting with all the
you organize your messages. Pro and celebrity fans posting on Twitter.
Enterprise plans can choose calendar
views for daily, weekly or monthly Within the dashboard, multiple streams and tabs were created for monitoring
views of all scheduled updates. Filter and engaging in conversations. The Spike TV team created a list of all celebrities
by social network profile or team attending the Guy’s Choice ceremony and using the #GuysChoice hashtag in
member and edit whenever you need
addition to other keyword mentions and normal @SPIKE_TV mentions. This
to for maximum efficiency.
allowed them to see updates and mentions as soon as they happened without
having to weed through a full feed.
The Social Analytics reports in the HootSuite dashboard came in handy to track
mentions and research popular keywords – a huge piece in developing the
content strategy for the week-long tune-in push.
During the show’s TV broadcast, Spike team members used HootSuite’s built-
in Klout scores to focus on Re-Tweeting users with a high influence score. This
strategy of spreading the messages of high-profile, social-media savvy fans and
celebrities helped quickly amplify the Guy’s Choice Awards and reached new
audiences who weren’t already engaged.
Results
By strategically scheduling content, the team could focus on monitoring and
Make the most of influencers: Klout Re-Tweeting the posts which people would find most interesting once the show
scores in the HootSuite dashboard aired. By creating this wave of conversation, their efforts were a success as
are available with the HootSuite Pro celebrities like Jon Favreau and Blake Griffin created attention and buzz for the
plan. Engage with those who have the
brand by spreading brand messaging to increasingly larger audiences. With the
greatest reach and most influence
reports, the team could see exactly which Tweets performed best and adjust
within their audiences.
tactics for future campaigns like the SCREAM awards.
Spike TV is available in 99.4 million up-to-the-minute and archival press Follow up:
homes and is a division of MTV information and photographs, visit twitter.com/hootsuite
Networks. A unit of Viacom (NYSE: Spike TV’s press site at http://www. blog.hootsuite.com/media
VIA, VIA.B), MTV Networks is one spike.com/press. Follow along on Visit hootsuite.com/plans for Basic, Pro
of the world’s leading creators of Twitter @spiketvpr for the latest in and Enterprise packages
programming and content across all breaking news updates, behind-the-
media platforms. Spike TV’s Internet scenes information and photos.
address is www.spike.com and for