TV: PART 2 'Don't Trust the B---- in Apt 23' - Recommendations for Rent

(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:

TV: PART 1 'Don't Trust the B---- in Apt 23' - Leasing to viewers and believers

(Poster, Photo source: Apt 23 Facebook)

ABC’s new mid-season sitcom Don’t Trust the B---- in Apt 23 premieres tonight, Wednesday, April 11. Did its digital marketing campaign succeed in finding believers?

Premise: June (Dreama Walker) is "a sweet girl from the heartland" who relocates herself to New York City only to find herself suddenly jobless and broke.

In desperate need of affordable housing, she meets Chloe (Krysten Ritter), the deliciously wicked bad girl in the title, who appears to be the perfect roommate on the surface. After moving in, June soon finds Chloe to be the b---- roommate from hell.

The hook:

(Photo source L-to-R: TresSugar, Chicago Now, Apt 23 Twitter)

• Fun, relatable premise - Who hasn’t had roommate drama?
• Dawson’s Creek’s James Van Der Beek playing and poking fun at himself
• Ritter's abundance of personality and razor sharp tongue

Target audience: Females 18-34 (Secondary: 35-49)

Backed by a strong marketing push, its target audience is aware of Apt 23. Analyzing Apt 23's digital marketing campaign's strategies, let's take a look at what was on target and what were missed opportunities.

TV: 'The Lying Game' – Framing series into audiences' favorite secret to share

(Poster, Photo source: IMP Awards)

Hitting its stride last winter season, ABC Family’s The Lying Game emerged as one of cable’s Top 3 scripted series in the coveted Females 12-34 demo.

It’s easy to see how The Lying Game succeeded in retaining viewers and hooking new ones over TV’s other twin-swapping drama; buoyed by a Pandora's box of plot twists, cliffhangers, and interesting supporting characters, the series has fun with its dark premise and never takes itself too seriously.

Sutton (left) and Emma prepare to switch places (Photo source: ABC Family's The Lying Game Facebook)

Based on Pretty Little Liars author Sara Shepard’s book series of the same name, the plot “centers on Emma (Alexandra Chando), a kind-hearted foster kid who finds out she has an identical twin sister, Sutton (also played by Chando) that was adopted by wealthy parents and is seemingly living an ideal life.”

The sisters swap places so Sutton can go on a quest to find their birth mother; as they get closer to discovering the truth and answers to the mystery surface, someone begins to make sure the secrets stay buried at all costs.

Two The Lying Game official sites: ABC Family and Alloy Entertainment

Two website portals support the show, network ABC Family for the TV series and production company Alloy Entertainment for the book/TV series/brand; they each have separate Facebook and Twitter accounts, and recaps, games, quizzes, cast Q&As, heartthrob polls, fashion and trend engagement make up their digital marketing campaign.

Sample engagement of a shared memes on ABC Family's The Lying Game Facebook

With all-but-official news for a season 2 renewal, below are six suggestions to connect new and existing fans deeper to The Lying Game’s tangled web of lies. The more engrossed fans become, they more they will want to pass along the juicy secret that is The Lying Game.