Whovian Brand Advocates
Posted by sdhacker
I was expecting another ordinary journey across space, and where does the StuarTARDIS take me? Right back to Blogtopia, a place all too familiar…. Today’s adventure in the StuarTARDIS took me to the far reaches of internet domains in search for good content to support my research. I was definitely struggling to find good sources of data to analyze relating to the Doctor Who brand. However, I ended up coming across some very interesting articles about how the BBC pulled off a brilliant Customer Experience Management plan during the regeneration of the Eleventh Doctor into the Twelfth Doctor.
Every so often throughout the series, the doctor regenerates and takes on a new form. He essentially takes on a new body and character, and the show’s story line revolves around the Doctor’s new persona. At the end of the previous series, it was unintentionally clued in that a new Doctor would be taking over. As you can imagine, this created an incredible hype surrounding who would fill the new role. The BBC did an incredible job creating and keeping up the excitement within every Whovian.
Secrecy was obviously the original goal of the BBC regarding the new Doctor. However, in this digital day of age, the expression “loose lips sink ships” really does take on meaning. Considering how fast word can spread across different social media platforms, it is no surprise that the BBC wanted to keep many things under wraps. They wanted to control the emotion and excitement over the direction they were taking the show. During this time, some information was at risk of being leaked, and the BBC was able to take to social media to uncover what information was actually discovered. Discovering what topics were trending gave them a pretty good idea that their ‘top secret’ information was not so secret anymore.
To aid in this crisis, the BBC took to social media and diverted the attention of fans by having various actors tweet out false clues that they would be taking on the role as the new Doctor. They changed the conversation, and gave themselves time to plan a full-fledged social media campaign to announce the new Doctor. Leading up to and during a television show about the new Doctor, ridiculous twitter activity was seen, and the BBC Doctor Who site crashed due to high traffic. Needless to say, the BBC did a good job using social media as a channel of communication to help build extreme amounts of hype around the Doctor Who brand.
In his interesting article , Alex Brownsell covers some brand marketing strategies that helped the BBC continue to grow the longest running science fiction series (in the UK). Alex points out that the BBC embraced its’ brand’s advocates. The BBC recognized that the show’s fan base was not going to change, and completely embraced the geek fandom and developed the show around this cluster. It is clear that the BBC has a very clear picture of the Doctor Who customer persona, and they know how to effectively listen to and entertain all of these Whovian brand advocates.
Until next time…Allons-y!!