Facilitating UGC & Audience Participation for CBS

Challenge

To put viewer celebration at the heart of its live Thanksgiving broadcast, CBS and One Foot Productions needed a solution to feature the real-time reactions of its audience. The challenge was to source a range of user generated content (ugc) from social media and to seamlessly integrate it into the live broadcast, creating a truly interactive media experience that facillitated audience participation.

Solution

Dizplai provided the solution for CBS & One Foot Productions to curate a live, social-driven broadcast. The hosts encouraged viewers to share their Thanksgiving celebrations using the #TDayCBS hashtag on Instagram and Twitter.

Producers used the Dizplai platform’s content moderation and social media integration tools to find the best content from hundreds of submissions and cue the images to display throughout their production. This process put the audience’s own moments and excitement at the forefront of the coverage, successfully driving audience participation and cultivating fan engagement amongst viewers celebrating nationwide.

Results

The campaign successfully transformed the Thanksgiving broadcast into a community-driven celebration, resulting in:

• 100s of viewers shared images and participated in the parade’s live coverage.
• The show’s ability to feature viewer images in real-time created a great way to celebrate Thanksgiving and empower audience participation from fans sitting at home.
• The campaign proved the value of using social media to drive fan engagement for a major live event.