Authenticity vital to multi-platform content says head of US ABC

The head of the US ABC Group’s network and production studios says authenticity is key to effective social media marketing following its success with building huge fan bases for shows such as Scandal, Marvel’s Agents of SHIELD and the highly-anticipated Resurrection.

Paul Lee, who heads both the ABC Group’s television network and production arm ABC Studios, said in addition to the powerful storytelling of “smart” quality content, the ABC has tapped into engaged fan bases by successfully building social media conversations around their shows.

Ahead of the launch of Resurrection, the marketing campaign used just a hashtag for the first promotions in a short TV promo posing a question and hashtag for the conversation, supported by outdoor billboards simply with the line “Did I really die?” and #resurrectionabc.