Play Television wanted to create a more participatory TV experience for the audience of El Barco, combining the real-time nature of Twitter with each episode to bring the show to life. They named this experience the Twittersodios, and used HootSuite to manage the 14 Twitter profiles for each of the characters involved.

1. OneTelevision and El Barco -
Play Child Case Study -
Using HootSuite To Create New
Using HootSuite for real time experience User
Case Study
Case Study Experiences
engagement over multiple Twitter profiles
Introduction
Play Television wanted to create a The Twittersodios recreated the world of El Barco on Twitter, allowing anyone to
more participatory TV experience for become a part of the story in the hour prior to the airing of each TV broadcast. Fans
the audience of El Barco, combining
were more immersed in the story lines, thereby increasing the success and popularity
the real-time nature of Twitter with
of the show.
each episode to bring the show to
life. They named this experience the
Twittersodios, and used HootSuite to
Play Television, a Transmedia Producer out of Spain, recently brought the characters
manage the 14 Twitter profiles for each of Spanish Television series El Barco to life via Twitter, creating profiles for each of
of the characters involved. the fictional characters as a way to interact with fans. The collective profiles were
a crucial element of a Twitter experience which they called Twittersodios, and they
gained over 90,000 followers in the duration of the campaign.
El Barco is produced by Globomedia for Antena 3. Thanks to Twittersodios, the show
gained numerous fans, and the popularity spilled over into multiple social networks.
The challenge
Twittersodios was launched with three clear objectives: to ensure online activity
complemented the story of El Barco; to share additional clues with fans; and
to enhance the overall experience by allowing viewers to talk directly with the
characters. The spirit of the Twittersodios was also defined from the start: It
needed to be an experience where episodes were recreated for fans in real time
Multiple Profiles - One Platform:
through dialogue with the characters, on Twitter.
The Twittersodios campaign required
Play Television to manage multiple
The diverse team behind the Twittersodios was supported by the writers of the
profiles with a small team to monitor
show, but the actual number of people managing the online experience was
mentions and hashtags. The team
collaboration and handy search small. Therefore, they needed a collaborative platform that could allow them to
streams available in the HootSuite quickly and reliably access multiple accounts, as well as keep a keen eye on
dashboard ensured the team could be mentions of brand terms, keywords and hashtags. Finally, the tool would need to
efficient with their engagement. handle short, high-volume bursts of acting before each episode.

2. Play Television and El Barco -
Using HootSuite for real time experience
Case Study engagement over multiple Twitter profiles
The solution
Meet the characters: The following HootSuite was the tool of choice for Play Television because of its reliability, ease
profiles were managed using team of managing multiple accounts through tabs and columns, monitoring options
collaboration tools in HootSuite: and intuitive interface. Through HootSuite, the small team transformed the
@BEstrellaPolar, @nhoa_89, scripts for each character in El Barco, bringing 14 different Twitter profiles to life,
@tlmaco, @YoBurbuja,
engaging with fans and discussing the events in each episode.
@cap_montero, @dlcuadra,
@esecachodepiti, @JuliaCWilson,
The following HootSuite features were heavily relied upon to ensure the success
@just_vilma, @L_Gmboa,
of the Twittersodios:
@palomar_es, @ramlocke,
@Salo_Mar, @stlademar
Team collaboration options to manage multiple team members and Twitter profiles.
Search streams for monitoring hashtags and keyword mentions related to El Barco.
Follow-up responses from team members.
Message assignment to other team members/characters.
As a result, the Play TV team was able to collaboratively publish over 150 RTs,
messages and @replies from all Twittersodios profiles every week.
Results
While Twitter was a social network largely unknown to the El Barco audience, the
results far exceeded all expectations. When the project began before the first
official TV broadcast, the suite of Twittersodios profiles only had 100 followers
between them. By the time the final episode aired, that number had ballooned to
approximately 90,000.
“In the second season we will Additionallly, the Twittersodios became a Twitter trending topic in Spain almost
continue using HootSuite, without every Monday the series aired. This success was a direct result of careful
hesitation” - Play Television monitoring of messages and hashtags on HootSuite, allowing the team to see
what content resonated with audiences, and adjust their strategy to ensure that
fans were fully engaged.
Play Television, in collaboration with management of multiple Twitter profiles Follow up:
Antena 3 and Globomedia, launched through HootSuite, the Twittersodios twitter.com/hootsuite
Twittersodios this year, an experience and El Barco were hugely successful blog.hootsuite.com/media
that allowed fans of the show El Barco by the end of the first season, earning Visit hootsuite.com/plans for Basic, Pro
to interact with characters before each multimedia attention throughout Spain. and Enterprise packages
broadcast. As a result of the complex