MIPCOM: Twitter's Kay Madati touts LoveIsland's social media success
was the biggest British show of the year, and Twitter's Kay Madati talked up how the social media app helped drive viewer engagement with the romance reality show.
“Brands have been desperate to be involved in the show, to an unprecedented level,” he said. Nine commercial partnerships have been the result. “We can see how people think and feel and we use it to shape our comms.” “We talked about driving audiences to the linear broadcast, so we created 'first look' which is an extended teaser for that evening's episode that's a minute to 90 seconds long and that has seen incredible numbers that is driving directly to the live show that evening.
Madati emphasized that Twitter's goal “is not moving eyeballs from one place to the next, it's to make the experience around the content.” He also trotted a case study of the company's biggest successes over the last year, including the final season of Game of Thrones.
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