Effectively Impacting the Consumer Through Digital Media

  • The Voice: Integration With Live Television
  • What was done successfully to meet the wants and needs of the target audience?

    In order to meet the wants and needs of the target audience, The Voice partnered with major social media platforms including Facebook, Snapchat, Instagram, Vine and Twitter to allow each fan to have a voice during each season.

  • How was the social and consumer experience addressed? Was this done successfully? Explain.

    The social and consumer experience was addressed through social and digital media. With the use of media platforms such as Twitter and Snapchat, along with The Voice mobile app, fans were able to experience The Voice as if they were one of the judges picking which contestants were continuing on to the next round. The social experience allowed the consumer experience to be greater than simply just watching the show, one example being that with social media, fans were often shown the back side of each artists journey.

  • How were the digital media followers handled?

    The followers of the digital media accounts for The Voice are very engaged with the entire show. The followers are able to do live voting for their favorite contestants, they connect with the judges through Snapchat videos and they are also able to have their art showcased via Tumbler. The Voice has ensured that through digital media, each follower has an opportunity to have their own voice and involvement with the entire show.


  • Is there something that could have been done differently to make that experience more efficient?

    With 254 million fans daily on social media alone, I think The Voice has done a great job at utilizing social and digital media to capture their followers. Although I am not sure it would make the experience more efficient, I think that allowing fans to Skype or Snapchat video with the contestants of the show would be very rewarding to the followers. Of course it is not possible for the contestants to talk to all of the followers, I think it could be some type of reward for a musical or art contest. They already post their fan art to social media, why not increase follower fan base by holding a contest of some sort. If not have a Skype or Snapchat video call, perhaps rewarding the contest winner with a guest title at one of the singing battles. This would encourage more followers and encourage more interaction on their social media sites.

  • Take a look at the company’s current website, major social media page, and/or mobile site, if applicable. What is the company doing effectively now? How are ethical engagements in social media helping with effectiveness? If the company is using a mobile application, how does the app meet the consumer’s need?

    Currently, based on the mobile site and NBC’s The Voice’s Instagram account, they are effectively sharing who the winner of the past season is, and sharing what coach took the big win. When scrolling through the Instagram account, previous to the winning episode, the account shows a picture of each contestant who was left in the season. It also shows multiple pictures of the coaches, and guests that have been on the show during the last season. The fact that The Voice has famous artists as coaches, engagements in social media are very effective. All four coaches, Adam Levenge, Alicia Keys, Gwen Stafani and Blake Shelton, have created such huge reputations for themselves that the media only enhances their reputations, especially being a part of the very well-known show. The mobile app meets the consumer’s needs because it currently shows the winning contestant of the last season and gives a link to the artists music, it allows consumers to create their own team and compare it to how teams are created throughout the season, and it lists the judges and has each of their Twitter account names listed as well so consumers can give shout outs via Twitter, whenever they want. Lastly, the mobile app provides results and highlights of each aired episode along with all of the full episodes.


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