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Mutual Friends

Mutual Friends is a youth drama series that follows the varsity and family life of 3 main characters as they learn about life, love, and adulthood in the age of social media.

THE CHALLENGE

Position Mutual Friends as a youthful, current and innovative show to usher SABC 1 into the digital age. Develop a strategy to successfully utilise social media in order to engage with the TV show’s audiences. Obtain data about audiences to aid the development of follow-up seasons.

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THE JOURNEY

With the aim of the show’s owners to get a second season, we decided that the best way to help this goal was to create South Africa’s first 2nd screen experience. What this enabled the show to do was exist and engage viewers beyond the 4 corners of their TV screens. Social media content enabled viewers to have their phone out in front of them while watching the show (something millions of people do anyway), engaging the show’s characters with content that prompted ‘live’ interactions with the show, for example, when a selfie was taken in the show, it was posted immediately allowing fans to “like’ what they were watching live in the show.

THE SOLUTION

We created South Africa’s first social media second screen experience designed to capitalise on the behaviour of audience’s interacting with their mobile devices while watching television and aimed to: heighten audience experience and increase audience engagement with Mutual Friends; position the SABC as innovative and in tune with the digital Zeitgeist; and collect data about Mutual friend’s audiences to assist in the development of upcoming seasons of the show.

We also created a social media strategy and managed the show’s Facebook and Twitter social media, as well as developed and managed Facebook accounts for the 3 main characters so audiences could interact live with the characters, and the show’s fan page; developed the brand; and created the show’s opening sequence and in-show pop-ups.

The Elements

  • Brand development
  • Logo development
  • Broadcast design
  • Social media strategy
  • Social media management

THE RESULTS

  • Social media engagement ensured the show’s second season
  • Over 13 weeks/episodes:

Facebook fan page stats:

  • 8058 fans
  • 3,361 likes
  • 729 comments
  • 198 Shares
  • Impressions 958 800 by 264 700 users

‘That Other Guy’ page stats:

  • 4926 fans
  • 51 posts
  • 1926 likes
  • 211 comments
  • 152 shares
  • Impressions 395 900 by 83 600 users

Badanile’s profile stats:

  • 4849 friends
  • 21 posts
  • 1722 likes
  • 604 comments
  • 16 shares

Sizo’s profile stats:

  • 1252 friends
  • 22 followers
  • 19 posts
  • 1600 likes
  • 366 comments
  • 12 shares

Overall Facebook engagement stats:

  • 8609 likes
  • 1910 comments
  • 378 shares

REFERENCE

Logo Development

The Mutual Friends logo was designed to inculcate the idea that the show deals with social media as one of its primary subject matters. The Mutual Friends hashtag drove discussions on social media (Facebook, Twitter) pertaining to the shows content and/or information about it. The logo was designed for the audience to effortlessly identify the shows hashtag. The brand is designed to mimic Facebook’s brand to correlate it to the show’s social media narrative.

Mutual-Friends_Logo-Dev

 

Opening Sequence

The idea behind the opening sequence was to show the social connections and interactions between the show’s characters on their respective Facebook profiles.

Promo call-to-action holding shape

MUTUAL-FRIENDS-Lower-third-Institu

 

Character Facebook profiles

“That Other guy”

“That other guy” is the main character, Jabu Dlamini’s, alter ego. A controversial character, his Facebook statuses doubled as narration for each episode and were posted to his Facebook profile in real time as they appeared on show so that viewers and other characters in the show could comment and interact with the character in real time. Click here to see “That Other Guy’s” profile

MUTUAL-FRIENDS-Vox-Pop-Institu

 

Character Facebook profiles

“Badanile Nqoloba”

Badanile, a girl from a rural village, finds her first friend in the big city, Jabu, who attends the same university as her. One of her first posts was a selfie of the two of them – this went up onto her Facebook page in real-time as it happened on the show. Click here to See Badanile’s profile

Mutual-Friends_Character-FB-pages