Derren Brown Works His Magic on Twitter
Derren Brown’s stunt last week, where he successfully “predicted” the result of the National Lottery Draw, has been a major success both for him and Channel 4.
Overnight viewing figures put Channel 4 as the most watched channel in the timeslot – getting twice as many viewers as the lottery draw on BBC1. Over on Twitter, there have been over 30,000 tweets on the subject and even today there are around 2 posts a minute discussing Brown and the stunt. Channel 4 managed the build up brilliantly and gave social networks plenty to specultate on – firstly how he would do it, then how he did it.
His Facebook page has over 54,000 fans and includes a “how did he do it” post with over 500 comments, and a not too subtle reference to his upcoming tour – “liked” by over 200 people.
It’s a good demonstration of how traditional media can harness social media and create a community and a buzz around the event. It can be done relatively cheaply too: Derren Brown’s Twitter page was free to set up and has over 45,000 followers: hundreds of messages have been sent to Brown on the service: a unique means of interacting.
It’s a lesson to us all: social media doesn’t exterminate traditional media or traditional advertising. Rather it allows us to get more value from it. Channel 4’s advertisments were traditional, but enough of a tease that it provided a discussion point for a huge online community, which in turn provided viewers on the night.
So how did he do it? This is our favourite theory: http://poeljames.googlepages.com/HowDerrenDidIt.html
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