Last week, ABC Family’s hit drama Pretty Little Liars had a lot of people watching and tweeting. In fact, the summer finale of the show is now the most “social” television episode in history with nearly 1.9 million tweets sent out on the night of the finale.
And if that’s not impressive enough, during the show’s final minute there were 70,000 tweets per minute.
ABC Family had kicked off a social media campaign three weeks before the season finale aired and the #WorldWarA campaign was integrated on-air, online, in press releases, and across all of ABC Family’s social media networks.
“We told fans #WorldWarA was coming and they had to prepare for the big reveal,” said Dalia Ganz, senior manager, Digital & Partnership Marketing, ABC Family. “Fans were so excited for #WorldWarA that the hashtag began trending early in the morning on the day of the finale and continued to trend until midnight, with more than 225,000 tweets using this hashtag on the day of the finale.”
ABC Family also created the #PLLReaction campaign that centered on an app that pulled in reaction photos to form a Pretty Little Liars mosaic. This campaign was inspired by last season’s summer finale when fans were tweeting photos of their reactions to Toby being revealed as a member of the A-team.
During this year’s broadcast there were nearly 64,000 fans tweeting with the #PLLReaction hashtag on the night of the finale. The hashtag was even trending at certain points during the night.