Brand community

All along this blog we have seen that M6 and TF1 marketing strategies are quite close and M6 is nowadays a fierce competitor of TF1. But is this trend the same regarding Brand Community?

On this field it seems that TF1 is one step higher than M6. Even if both TV channels try to develop highly viral content thanks to uncommon program with specific casting TF1 has developed an effective strategy to increase interactivity. Indeed while you are watching your favorite program like “Qui Veut Epouser Mon Fils” you can share in live your feelings and reflections on twitter of Facebook. Of course you can do the same on M6 but TF1 manage very well this trend and has for example added live tweet on TF1 replay which allows people who have missed the live show to re-watch it and to live all the tweet comment like if it was in live.

Thanks to this new tool you can watch online the final of “Danse avec les stars” and follow the live tweet in the same time.

Yesterday evening thanks to its program “La France à un Incroyable talent” M6 has launch a similar program which allows people to interact and grade candidates thanks to M6 official application.

Regarding the number of like on Facebook, TF1 has 1.19 millions like and M6 1.1 millions so they are quite equal on this platform.

If we now have a look on each channel official websites, TF1 website seems to be more customer oriented and so more willing to build a community around the Brand and its programs. First the name of the site is extremely well chosen: MY TF1, then people can find much more services than only information on TV program, you can follow the news or even make shopping. M6 has developed a much more basic website only focus on programs.

Last but not least Brand Community can also be created thanks to the programs broadcasted. In this point M6 seems to have the most effective strategy. By broadcasting American series like Desperate Housewives or reality TV like “l’Amour Est Dans Le Pré” they succeed in creating a strong community around it because people empathize with actor or candidates, they feel committed in those programs and want to follow the story. TF1 has also this kind of programs like “Qui Veut Epouser Mon Fils” or “Secret Story” which generates a lot of tweet or reactions from viewers.