Case Study: Discovery Communications produces up to 9x more Twitter conversation with Spredfast

How Discovery Communications increased Twitter Conversation Volume 9x

Discovery Communications, the world’s #1 nonfiction media company, partnered with Spredfast to amplify social buzz, drive traffic and viewership, and create addictive, real‑time viewer experiences across multiple seasons and premieres. The challenge was to integrate authentic, earned social content into live broadcasts across 16 shows and specials while sustaining season‑long momentum and deeper viewer interaction.

By embedding Spredfast’s platform and services into the broadcast chain, Discovery delivered live on‑air social integrations and flock‑to‑unlock activations for shows like Shark Week and Skywire Live, scaling production and frequency. The results were dramatic: up to nine times the volume of Twitter conversation, Skywire Live generated more than 1.25 million Tweets and trended in 405 geographies (capturing 71% of social TV comments that day), Shark Week saw a 63% year‑over‑year increase in Twitter activity with premieres trending in 11 countries, and Discovery will produce roughly 100 hours of live, on‑air social integrations this year.

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