(Photo source: Apt 23 Facebook)
RECOMMENDATIONS
Premiering to OK numbers last Wednesday, Don't Trust the B---- in Apt 23 can hang onto current tenants while attracting new occupants by further connecting to the show’s snappy humor and relatable premise in its digital marketing campaign.
Below are five recommendations:
Beek’s Master Class:
In the second episode, James Van Der Beek lectures to a NYU class of aspiring performers; not surprisingly, they only want to hear gossip about former co-star Katie Holmes and watch Dawson's Creek reenactments.
(Screencap from Beek Sneak Peak video)
Van Der Beek's heightened self character is a hoot, similar to Neil Patrick Harris's turn in the Harold and Kumar series.
Instead of using stale TV spots to carry excitement between episodes, Van Der Beek can share his wisdom in short, minute-long clips from his fictitious NYU class lectures.
His musings and advice can be likened to a satirical version of Oprah's Master Class, and will hopefully be amusing and share-worthy among millennials who grew up with Dawson Leery.
Furthermore, like any class, students are encouraged to ask questions; fans can tweet Van Der Beek questions about life, love, or whatever, and he can choose to answer it in the following week's video in character.
The B Said It (So you won't have to!):
Notes From A B app (Screencap from Apt 23 Facebook)
As previously analyzed, Apt 23's Facebook app Notes From A B was flawed in its execution of sending a plain Post-It note image to Facebook friends.
Make it visually appealing by having the draw of the show, Chloe the B---- (Krysten Ritter), star in short "The B Said It!" video clips where she tells off bad roomies to straighten up in her abrasive and honest way. Friends and roommates can send them as greeting cards to each other in jest.
As an example, Channing Tatum exuded charisma in the popular video greeting cards for The Vow. When the show or film has a magnetic star, utilize them to promote the product!
Short clips to send and share (Screencap from The Vow Facebook's Sweet Nothing videos)
When Ritter delivers a jab such as "Start doing some cleaning around here! We're sick of doing all the work!" it's more easy to interpret its humor than a dry Post-It note. In a sense, this is a passive-aggressive yet joking way to tell your roommates what you always thought of them.
Additionally, a video is memorable and people who received them are more prone to open and watch them than a link to an unknown Facebook note app.
It's a New York thing:
(Photo source: Apt 23 Facebook)
The central character June (Dreama Walker) is a Midwestern girl who is transplanted from Indiana to New York; in many ways, it is a eye-widening culture shock, but an opportunity to have the experiences of a lifetime.
New York is a supporting character on the show, and Apt 23's social network accounts can highlight what it means to be a true New Yorker.
A sample New York City Pinterest board
Using photos and links, Apt 23 can share places and things June should do in New York in a Facebook album and Pinterest board. It gives viewers a collective feel of what June is going through adjusting to life in The Big Apple.
To make it interactive, fans can pin and send in recommendations on what they love doing (or would do) as a New Yorker.
Roommate from hell seeking same:
(Photo source: Apt 23 Facebook)
The funny roommate stories contest may have ended, but that doesn't mean the fun of gossiping on roommate drama has to.
Taking a cue from Apt 23's Facebook page sharing outlandish Craigslist roommate ads, fans are encouraged to submit a fictitious ad listing on a forum to help their roommate find a roommate who can put up with them.
Craigslist ad (Screencap from Apt 23 Facebook)
Writing from their roommate's perspective, list what someone would have to tolerate with to live with the hellish roommate. It'll be therapeutic to write all the things one has to put up with, and read other people's ridiculous entries too and know one is not alone.
Since the previous funny roommate stories contest was more focused on YouTube videos uploads, this engagement is open to those who were camera shy, which is understandable given the sensitive nature.
It's a hard knock job hunt:
June (Photo source: Apt 23 Facebook)
In the dour economy, June finds herself berated as door after door is slammed in her face when looking for a new job. It's a similar struggle many of the target audience is going through too.
To create a relevant and deeper connection to Apt 23, fans can anonymously rant their frustrations on June's "vent book."
An example of anonymous, moderated venting on I Hate My Roommate tumblr
June is normally mild-mannered and sweet until shoved, and she seems like a person who bottles up her anger. Each week she writes about her unlucky job hunt in her "vent book," an open blog entry, and asks readers to sound off their similar "I hate my job" or "Hire me!" experiences anonymously (but moderated) below too.
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