For my chosen examples of digital media, I chose to read and analyze was The Voice: Integration with Live Television. After reading through the article, I believe I am able to answer a few questions. First, I believe the article did a great job at explaining how the show, The Voice, appeals to the wants and needs of its target audience. The show is able to do this, because not only is it a show that brings joy and laughter to people, but it is also a show that socially engages its audience in each episode. As the article discussed, three of the best ways the show has hit the wants and needs of its target audience is by extending the storytelling of the show so it is real and authentic, engage their audiences through social campaigns, and by creating urgency by incorporating live social activations tied to the on-air show. Not only does The Voice meet the wants and needs of its target audience through these ways, but these three points also help address the social and consumer experience. I believe that by the show offering these experiences to its audience, The Voice manages these successfully. Through these offered experiences, millions of fans engaged with the show’s content and offerings, setting so many record on all social platforms.
The digital media followers of the show were handled as fans who could try and personalize their own experience with the show. The Voice wanted to create an experience like no other for its fans, so it launched live backstage videos on Facebook, created Bitmoji stickers, integrated the artists’ own snaps on Snapchat, offered a virtual backroom stage on Instagram, and launched fan art on Tumblr. These are just a few of the many ways the show handled digital media followers and through each of these experiences the show was successful and efficient. I do not believe that there is anything that could have been done differently to make those experience more efficient, because The Voice offered so many different experiences that reached so many fans, by utilizing various forms of social media.
Currently, according to the website, The Voice is still effectively offering all of these same experiences to its fans, all throughout the globe. Those who run the show and its adjoined social media outlets have seen how popular and successful these experiences have been for its fans and therefore appear to want to keep what works running. Each of these offerings on each form of social media platforms consist of ethical engagements that are helping with the effectiveness of the show and its fan base. The show and its social media platforms stand by ethical processes and not only want to keep these but have found a solid and stable way for these to be apparent, while the show’s fans also enjoy their experiences. The Voice also has a mobile app that meets the consumer’s needs. On this app fans can play along, vote, and save as they watch along with the show. As the show goes live, each fan has their own button on their app which they can hit during the Blind Auditions to make their voice heard. Finally, on the app fans can watch video’s of the artists’ performances and also watch digital exclusives to the app. Overall, The Voice has been very effective at what it does, doing the job of meeting the consumer’s wants and needs, while also providing a great and fun experience.
MKT 229 - Skyler Schuelke 