ABC Family Launches ‘Pretty Little In-Crowd’ Loyalty Program Online
ABC Family is launching a brand new loyalty program on its website to coincide with the launch of the network’s new original series, “Pretty Little Liars.” The social media initiative, “Pretty Little In-Crowd,” will reward show fans who discuss, interact with and spread the word about the upcoming series (premiering Tuesday, June 8). The online initiative launches today.
“We knew going into this program that our Millennial viewers are incredibly passionate about our programming and are constantly looking for ways to participate in online discussion and share information about their favorite shows,” says Beth Johnson, Vice President, Digital, ABC Family. “Creating unique and rewarding viral experiences is an essential component in keeping our fans fully engaged and excited about coming to our site.”
“We’re always exploring ways in which we can use the power of social media to broaden the awareness of the network’s programming,” says Danielle Mullin, Vice President, Marketing, ABC Family. “‘Pretty Little In-Crowd’ offers fans the perfect opportunity to share in the excitement of the new series and be rewarded for their loyalty.”
The initiative will allow users to earn points for their interaction with ABC Family content throughout the website, from watching videos and commenting on blogs, articles or photos to sharing clips on social networks and commenting on message boards. As users acquire points, they will climb through “Pretty Little In-Crowd” levels. The levels are: “New in Town” (0-999 points); “In the Know” (1000+ points); and “Secret Keeper” (10,000+ points). Users will also be able to collect virtual trophies — plot-based objects that they can keep on their scorecard wall and use to unlock extra exclusive rewards. Rewards include access to exclusive video and photos, wallpapers, signature icons and rare avatars, and other content.