How PBS used Social Media to Promote Ken Burns’ Prohibition

I’ve written a new article for Harvard’s Nieman Lab on how PBS used GetGlue and other social platforms to promote Ken Burns’ Prohibition:

Two weeks ago I was sitting on a long bus ride between New York City and DC when I noticed several people I follow on Twitter checking into the PBS documentary Prohibition on GetGlue. GetGlue is a social networking site that allows users to “check in” to media they’re consuming in real time. The site provides a platform for viewers to discuss the shows they’re watching, giving them points and stickers as rewards. Users are often encouraged to share their check-ins and viewing habits by posting to their social streams on both Facebook and Twitter. According to a blog post the company published last month, GetGlue saw 11.7 million check-ins from its users during August alone. And it “now has over 1.5M users and has a database of over 200M ratings, reviews, and check-ins.”


[Photo via The Historical Society]

Prohibition, the much-anticipated Ken Burns documentary about the 13-year ban on the sale and manufacturing of alcohol, has garnered over 28,000 check-ins and more than 4,600 “Likes” to date. On the night of my bus ride, it ranked among the top ten shows, with more check-ins than The Simpsons. Kevin Dando, PBS’ director of digital marketing and communications, told me in a phone interview that those numbers are a reflection of PBS’ heavy involvement with GetGlue and other social media platforms. “There are several different stickers that people can get with Prohibition,” Dando said. “You get one for checking in and watching a preview, you get ones for each of the three episodes, and then there’s one for people who have watched all three nights.”

Simon Owens is the Director of PR for JESS3. You can read his blog, follow him on Twitter, or email him at [email protected]



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