Case Study: The Chernin Group achieves the first reality TV show aired entirely on social media with Hootsuite

The Chernin Group - Customer Case Study

Summer Break, produced by The Chernin Group with social content by McBeard Media, was the first reality series released entirely on social channels. The team faced the challenge of compressing months of production and marketing into a 10‑week live run, while managing eight mobile-savvy cast members and a real‑time, highly engaged audience across Twitter, Tumblr, Instagram and YouTube.

The solution combined a curated stream of original social content and daily premium videos with a dedicated eight‑person monitoring team using Hootsuite to moderate posts, track mentions, and pull analytics. By adapting content on the fly and running coordinated media buys, the show drew millions of fans following updates 24/7, successfully launched the first social‑only reality series, and compressed traditional production and marketing timelines into a single, high‑impact season.

The Chernin Group