In the battle for viewers, UK’s 4Music employed social media strategy on-air with big results. On its weekly Tweet to Beat show, viewers participated in hashtag battles to choose the best performers, with minute-by-minute results displayed, enhancing engagement. Overall, the campaign reached 1.3 million viewers, with 63% in the target demographic, and their hashtags were trending worldwide. And, by battling the Biebs against OneD, they were able to reach a record 16.2 million votes with 100.2 million Twitter impressions.

1. 4Music and Box TV partnered with Spredfast (formerly Mass
Relevance) to integrate live, on-air Twitter polling results
into the hour-long Tweet to Beat show, gaining a massive
competitive edge within their target demographic.
UK’s 4Music and Box TV Gains
Significant Boost in Viewership
Through On-Air Social Integration
Case Study

2. Case Study
Objectives:
• Increase Tweet to Beat viewership within 16 – 34 year old demographic
• Create a consistent format that increases social engagement
• Educate audiences on how they can control content on screen, as a core
part of 4Music’s offering
Strategy:
4Music, the UK's largest music TV channel, part of the portfolio of music channels
from Box TV, ran a series of hour-long shows called Tweet to Beat. The show is
a versus battle between two global pop superstars. Viewers were able to choose
their favourite artist via Twitter hashtags (e.g. #4MusicPink or #4MusicRihanna),
with the winner announced at the end of the show and an extra video being
played by the winning artist. With the objectives of both building and engaging the
audience, Box TV partnered with Spredfast to create a dynamic hashtag battle on-
air, with a Tug of War activation shown in real-time throughout the show.
Featuring pop stars such as Pink, Katy Perry, Rihanna, Beyonce, Eminem, Will.I.Am,
Justin Timberlake, and Pharrell, 4Music sought to create consistent week-to-week
engagement giving viewers a structure for their social interaction. Participation
and audience interaction increased dramatically due to the simplicity of the
mechanic and compelling live pay-off.

3. Want to Learn More?
Visit us at spredfast.com or email us at info@spredfast.com
Marketing Results:
// Social media integration is expected by our young
audience. They don’t see a distinction between on-air
and online as they’re always connected, dual or even
triple screening. Music is one of the passion areas
that really inspires interaction, so bringing our social
media strategy on-air through formats like Tweet to
Beat is a no brainer. //
Chris Williams
Digital Product Manager at Box TV
The first show featuring Katy Perry vs.
Pink saw an increase 136% on slot
average
#4MusicKaty
TRENDED
WORLDWIDE
#4MusicKaty trended in the UK and
#4MusicPink trended worldwide
HIGHER
ENGAGEMENT
Engagement on 4Music's Twitter handle
was 3X higher on days that broadcasted
the Tweet to Beat shows.
117%
INCREASED
VIEWING
In week 1, 16 - 34 year old viewing
increased by 117% from the previous
week with no social implementation.
100.2
MILLION
TWITTER
IMPRESSIONS
136%
INCREASE
ON SLOT
AVERAGE
The Justin Bieber vs. One Direction show
had highest reach of 16.2 million with
100.2 million Twitter impressions
Case Study
3x
*Barb/Techedge, Spredfast, Simply Measured