NBC: The 5th Coach Custom Built Facebook App

Project Info

Invoke built an application on Facebook to empower fans of “The Voice” to truly engage and become a part of the competition. Invoke’s application built for NBC, The 5th Coach Game, which launched on Superbowl Sunday to coincide with the kick-off of the second season of “The Voice,” enables fans to create their own virtual team, essentially becoming the fifth coach. The application provides interactivity, social game mechanics, community sharing and features exclusive content, weekly prizes and a sweepstakes contest. The 5th Coach Game is a strategic interactive marketing application that has become a powerful community building program for “The Voice.”

My role as hybrid project manager and account manager was to lead a production team of 7 to complete the entire project from ideation to launch (on Superbowl Sunday!) within 6 weeks. I spent 2 weeks working alongside our client in their Los Angeles office for rapid iterations of design and approval as well as in-person guidance through the sandbox phase of development. I was also able to procure key assets needed to advance the application to public launch.

NBC’s The Voice 5th Coach app won the Best Social TV Integration of Facebook award at the 2012 Social TV Awards on July 17, 2012. Finalists ranged from major broadcast and cable networks, such as Bravo Network, USA Networks, NBC and FOX Broadcasting, to Pepsi, Chrysler and other brands and companies trailblazing Social TV. NBC took home not one but three awards that night – Best Social Commerce for NBC’s Fashion Star, Best Broadcast Network Social TV Award and as mentioned earlier, Best Social TV Integration of Facebook for The Voice 5th Coach app.

Campaign Stats

NBC’s The Fifth Coach game has been one of Invoke’s most successful Facebook applications, building a solid base for an ongoing relationship with NBC as well as continuing to evolve the game for next seasons of the TV show.

  • 235,580 unique visitors
  • 50,142 page likes
  • 51,146 stories published which lead to 1,403,672 Facebook impressions
  • Average weekly activity: 15,403 users

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