Every March, sports fans go crazy for March Madness, the annual NCAA College basketball tournament. The broadcast can be found on just four network channels, including truTV. And so every year, college basketball fans on Twitter make jokes about trying to locate which channel truTV is on. Suddenly, there’s a deluge of tweets expressing confusion regarding @truTV— ranging from those who are honestly clueless to smart-alecks snarking about the network’s perceived obscurity.
In March of 2015, truTV decided it was time to start snarking back.
Starting on Selection Sunday, truTV decided to have some fun and play with its trolls. The network took control of the conversation with an assertive social campaign featuring a Promoted Trend (#HaveUFoundtruTV), a channel finder website, more than 150 creative pieces, a social media “war room,” and thousands of individual replies/retweets. Twitter responded, #HaveufoundtruTV trended, thousands engaged, 168 MM impressions were gathered, and the press noticed. truTV proved it could transform social media confusion into a huge channel and brand awareness conversation.