Audiences are constantly distracted by multiple devices and apps these days. The Pew Internet & American Life Project recently reported in “More Americans Are Using Mobile Phones While Watching TV” that “about 23% of cellphone users send text messages to others watching the same show in a different location.” Other popular ‘connected’ activities include looking up information mentioned on TV (20% have done so in the last 30 days), posting comments online about a show (11%), playing on phones during commercials (38%), and voting for a reality show contestant (6%).

Only 38% play with their cell phones during commercials — I think that’s rather low – don’t you?

Television shows encourage use of mobile devices during the program, not necessarily your phone in particular, but jumping online some way or other. Many shows have a faint #TVSHOW listed on the bottom corner of the screen so you can engage via hashtag on Twitter and Google+ with the actors or contestants of the show throughout the program. It’s like everyone has their own personal support group!  For example, when it’s a little tense on a reality show, say when someone is about to be cut from #MasterChef, friends are necessary in such stressful moments (even if you don’t know them IRL).

What Does This Mean?

What I think it means is more engagement through media integration is essential, meaning you enable audience members/fans to engage with their favorite characters in multiple ways. Enabling people to participate in contests and polls, educating viewers on topics, peaking their curiosity – these are the methods used to build a bond with target audience members and entice to buy a “product.”

The ability to create a BUZZ

Getting your target market to talk about your program or product might seem easy, since there are such a variety of platforms to work with and use to promote your messaging. However, keeping people’s attention is a whole other story. Audiences can’t even focus on just television viewing, something that is supposed to be fun and leisurely; much of the time they are also on their phones (especially during commercials.) Being inventive and ahead of the curve is absolutely essential to keeping audiences engaged. Why not incorporate a few different platforms to accomplish this?

Creating Buzz with Innovation

#UK2012 You’re probably thinking the Olympics. Most people would until the brand DKNY launched a video (make sure to watch it, to me it’s PR genius at its best), essentially creating a press release in the form of a video featuring an invitation to a store opening. This video goes viral by creating a fake scenario.  The brand created a real time buzz. Genius. This video uses Instagram, Twitter, Facebook, and more.

DKNY PR Girl Tumblr on #UK2012

Creating buzz and using all the tools in your tool box can leave a long lasting impression, and one that earns your brand top of mind awareness — even when people are tied to five different devices or apps at any particular moment in time.