The Voice: Integration With Live Television



‌The digital media I chose to analyze is The Voice: Integration with Live Television. Anyone who is watching this show has their own “voice” and opinions on who should win, and The Voice has accomplished the wants and needs of the target audience by engaging the audience via social media. They are able to feel as though they are a part of the show themselves, even from the couch in their home. They have carefully coordinated with the artists and coaches to share their experiences on social media to get their authentic personalities to shine through. 

The social and consumer experience was addressed by creating urgency. They made each episode an event with live social activations that were tied directly to the on-air show. They connected with consumers in several ways for example The Voice Instant Save encouraged fans to send millions of tweets during each season. Every week fans are asked to vote via tweets for the artists they want to save from getting eliminated and the results are displayed on-air in real-time. Skybox is The Voice’s dedicated on-air segment to showcase social, used for social calls to action, showcasing backstage Vines, sharing UGC content, having Twitter conversations between all the talent, and much more. 

They also created personalized content for digital media followers by finding ways to interact with them one-on-one throughout the season by having users tweet at them with a specific hashtag to generate content made just for them. This included #ChairMeUp, with fans using the hashtag receiving a graphic with their name on the back of a Voice chair. 

The Voice used collaboration with influencers by asking them to add their unique voice to the conversation including Viners, Tumblr Creatrs, Instagram video artists, and more. Looking at their social media platforms I don’t think they should have done anything differently to make that experience more efficient. I think they did a really good job at using each platform the way they are intended to be used. They partnered with all of the major platforms such as Facebook to showcase Live Backstage Videos. They made a custom Voice emoji sticker with Bitmoji, which is a first for a broadcast show. The voice integrated their artists’ snaps while they watched themselves on the show in their Snapchat stories. It was a unique feature of both content and engineering that required specialized development. On Instagram, they did a Zero Gravity Room to produce mind-boggling, buzzy photos. Last but not least they integrated GIF art from fan submissions and influencers into a performance by Team Pharrell on Tumblr. 

Their current website has a nice banner that gives you information on the latest episode coming up, and when and where to watch it. They advertise they have an app as well that will put you in the coach’s chair which allows the consumer to fully interact with the show and why they have achieved the ultimate consumer experience. 


Resources:

The Voice - The Shorty Awards. (n.d.). Shortyawards.com. https://shortyawards.com/8th/the-voice-3

 

‌The Voice. (n.d.). Www.facebook.com. Retrieved November 20, 2022, from https://www.facebook.com/NBCTheVoice

 

https://twitter.com/nbcthevoice. (n.d.). Twitter. https://twitter.com/nbcthevoice

 

The Voice. (2019). NBC. https://www.nbc.com/the-voice

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