Social media helped Coronation Street win NTA

Posted on January 30th, 2012 - Under Marketing

Online strategies were implemented to help the soap win the support it needed.

The show beat other nominees including Eastenders, Emmerdale and Hollyoaks.

Twitter and Facebook campaigns helped Coronation Street to win the best serial drama category at the National Television Awards (NTAs) last week.

Executive producer of the program Kieran Roberts said that engaging with younger viewers online really helped to swing the vote in favour of the Northern soap. Rival drama Eastenders is known for pipping Coronation Street to the post when it comes to awards shows – even last year’s 50th anniversary programs, which included live episodes of a tram crash storyline, failed to win Corrie the prestigious gong in 2011.

Mr Roberts said: “These awards are now decided by electronic media. We consciously chose to engage younger people and the online community to get them to vote for us.”

He added: “We’ve done a lot of work on our website and on Facebook and Twitter to persuade people to get involved. That’s what you have to do these days. It’s no longer about filling in a form in the back of the TV Times. People vote by clicking a button on their phones and on their computers.”

Alison Sinclair, the soap’s chief publicity manager, said that Coronation Street has ‘beefed up’ its online presence adding that many of the cast members are also on Twitter, which helps to “drum up support by building a relationship with fans”.

Later this year the soap will feature an episode which will deal with the death of Betty Driver who had been in the program for 42 years before she died in October last year. Some old members of the cast will return to the cobbles of Weatherfield to pay tribute to her character Betty Williams who was a favourite face at the Rovers Return.

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