The Call to Action is one of the most important steps in a marketing campaign. Just tell people what you want them to do and they’ll do it.
Last night, Jimmy Kimmel showed us all how it’s done with the help of Tracy Morgan and Twitter. He asked the actor to lie on the stage, then told viewers to Tweet, “OMG, Tracy Morgan passed out at the Emmys. Tune in to ABC right now”.
And there’s TV Guide spoiling the joke.
The initial response was 25,000 Tweets but when it was all over, the full count came to 60,000 in around 3 minutes. That’s insane. Could we get 60,000 people to Tweet reminders not to drink and drive on New Years Eve or something that might make a real difference in this world?
As the proceedings continued, the presenters (and apparently the crew) were forced to walk around the supine actor for several minutes. I felt sorry for Connie Britton and Hayden Panettiere who had to present during this spectacle, which appeared to be a morbid homage to Morgan’s actual collapse at Sundance.
Did the stunt bring in viewers? Early numbers show a 6% increase in ratings points over last year, but I haven’t seen a break out pre and post stunt. I’m sure at least a few people tuned in to see what all the fuss was about, hopefully the concerned viewers didn’t include Tracy’s family and friends.
I didn’t think the stunt was interesting or funny but it is a great example of the power of a proper call to action. What do you think?