ABC Family “Ravenswood” announcement has explosive social media impact

This past Tuesday, March 26, ABC Family announced that it has greenlit a one-hour dramatic spinoff series for its hit Pretty Little Liars, called Ravenswood. Ravenswood comes from Pretty Little Liars executive producers I. Marlene King, Oliver Goldstick, Joseph Dougherty and Leslie Morgenstein, and will center on a town — not far from the Pretty Little Liars town of Rosewood, Penn. — that has suffered under a deadly curse for generations. Five strangers suddenly find themselves connected by this fatal curse and need to dig into the town’s mysterious, terrible history before it’s too late for each of them. Ravenswood will debut on ABC Family this October, following the annual Halloween episode of Pretty Little Liars.

Befitting the fact that Pretty Little Liars has become the No.1 most social show on television — in terms of activity on Twitter especially — ABC Family took a unique approach in announcing the spinoff Ravenswood. The announcement was made exclusively across all Pretty Little Liars social media platforms, and the result was big, and nearly instant. It didn’t take long before #Ravenswood could be seen trending on Twitter, and it stayed there for almost two hours.

The Ravenswood announcement was pushed out providing a unique clue for each different digital platform — Facebook, Twitter, Tumbler, Instagram, Pinterest, GetGlue, YouTube and The result, according to ABC Family, generated over 369 million total social impressions worldwide, including over 33 million on Facebook, over 333 million on Twitter and nearly 3 million on GetGlue. Ravenswood quickly amassed over 24,000 Facebook fans and over 18,000 Twitter followers. More than 27,000 people posted nearly 49,000 tweets, generating a unique reach of 15.6 million Twitter accounts. The most re-tweeted tweet was the official announcement of Ravenswood from @ABCFpll (the official Twitter handle for Pretty Little Liars), which garnered 3,586 re-tweets in just 11 hours on Tuesday.

Jenn Deering Davis, co-founder of Union Metrics, said: “This is another example of the power of Pretty Little Liars in social media; it will generate more buzz about a brand new show in one day on Twitter – with absolutely no other marketing – than many existing programs see on the platform in a week.”

Tell us about it. Meanwhile, we’ll still be here feverishly studying our SEO, hoping to get that extra couple of dozen looks. Must be nice, ABC Family!

The Pretty Little Liars spinoff Ravenswood premieres on ABC Family this October.


Credit: ABC Family

1 Comment

  1. Pretty Little Liars’ social media and Twitter success is amazing, and hopefully Ravenswood will do just as well. I’m definitely planning to check out the show. I won’t be able to watch it live because I work at DISH on weekday evenings, but I’ll record it. My DISH Hopper can record up to six shows at once during primetime hours, so it will be easy for me to record Ravenswood and my roommates will still be able to record all their shows, too. It’s great not having to argue with them over what to record, and if Ravenswood is good I’ll post a tweet or two about it.

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