MTV’s series “Teen Wolf” has announced the debut of its third season on Monday, June 3 by igniting a “social media fan-frenzy” that allowed fans to uncover a Hashtagart Mosaic, produced by Hyperactivate.com, on the show’s Facebook page.
The fan engagement stunt was announced on February 19 with a Facebook post:
“Dying to know the premiere date for Teen Wolf? Tweet using the hashtag #TeenWolfSeason3 or add yourself here http://on.fb.me/WV9Jau and our mosaic will reveal the date AND the very first image from Season 3!”
Within one hour of the mosaic launching on the Teen Wolf Facebook page, the fan-driven application reached more than 10 million people. The hashtag #TeenWolfSeason3 trended worldwide, and fans spent nearly double the amount of average time in the application than Hyperactivate’s previous mosaic initiatives.
The MTV show’s fan base is highly active on social media. Teen Wolf accompanied its second season with The Hunt, an eight-week scripted social game on Facebook. Users spent an average of 46 minutes playing The Hunt, and 81% of them are weekly visitors. The show has more than 2.3 million fans on Facebook, and 235,000+ followers on its Twitter account.
Hyperactivate.com specializes in creating participatory social media-powered fan experiences. In December, the company worked with Spotify to create “the world’s first social media music mosaic.”