Case Study: McBeard Media achieves the first social-only reality TV launch and millions of engaged fans with Hootsuite

How Summer Break reality TV show aired exclusively on social media with the help of Hootsuite

"Summer Break" is the first reality TV series released exclusively on social media, produced by The Chernin Group with McBeard Media creating supporting content. The team faced the challenge of compressing months of production, marketing, and distribution into a 10-week live run while managing eight teen cast members’ mobile posts, avoiding spoilers, and monitoring a highly engaged, real-time audience across multiple platforms.

The solution used Hootsuite as a centralized dashboard and mobile app for the cast and an eight-person social team to publish, moderate for brand safety, track mentions and sentiment, and coordinate targeted media buys. The result was millions of fans following 24/7, rapid audience growth and high engagement, and the successful launch of the first social-only reality show with editorial decisions guided by real-time analytics.

McBeard Media

Alec McNayr

Founder and COO, McBeard Media