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Lifetime Reaches Across Platforms for ‘UnReal’

Lifetime’s scripted parody series, UnREAL follows the behind-the-scenes antics of a dating reality show. As Jennifer Konerman at Promaxbda reports, the show (on the Lifetime network and also posted online), has become extremely popular with those watching online. So Lifetime has worked with Periscope to target the people who like to binge watch the series online.

“‘The question then became how to lure in viewers to appointment viewing using what Lifetime’s VP of Social Media Ann Marie Granite is calling “appointment social.”

“Lifetime knew it wanted to do something special with UnREAL’s talent,” the article adds, “and having experimented with Periscope for its show Bring It, decided the platform would be a perfect launch pad for the show’s fifth episode. Partnering with Marie Claire, Lifetime’s PR department set up a Periscope with the cast during the episode at Constance Zimmer’s house (UnREAL’s badass executive producer of the faux reality show Everlasting, Quinn).

“It was so successful,” the piece reports, “that Lifetime was able to secure more press partners for future Periscopes, including Entertainment Weekly’s for the finale on Aug. 3. The network also has plans for a Periscope for its upcoming season finale of Devious Maids.”