USA's Psych Slumber Party marathon on Saturday, Feb.
16 from midnight to 6 a.m. ET drove 172,000 social media mentions, the best day
ever in social media activity for any of the network's original series.
The marathon topped social media activity around the season
two summer finale of Suits by 79%, which was previously USA's best
social day. It also outperformed Psych's season 6.5 premiere day in all
social metrics.
Additionally, USA's linear TV ratings compared to the prior
four-week time period average by 24% with adults 18-49, 25% among adults 25-54,
41% with adults 18-34 and 24% in total viewers.
That 41% uptick among young adults was what was most
impressive to USA executive VP of marketing Alexandra Shapiro. "[That] proves
to me that social television works. On some level you can't deny this
correlative relationship."
The Slumber Party was designed to get fans excited for Psych's
season seven premiere on Feb. 27, given that the show has been off the air for
almost a year. USA partnered with Twitter, RebelMouse (PSYCHville), Facebook, GetGlue, Tout
and Character Chatter, and over the six-hour event, Psych drove 157,000 Twitter
mentions, 58,000 GetGlue check-ins and 1,000 Tout uploads.
"It was very deliberate to use multiple social platforms,"
Shapiro said. "The variety is ultimately what created the fervor and the mass
engagement we were able to see."
