Background & Challenge:
Joanna Kauffman and Tyler Korff met at Brooklyn Law School and shared a common passion for television and entertainment. Korff is the grandson of Sumner Redstone, the former Chairman of Viacom and had grown up around New York’s media elite.
A new entity TV Party was created and launched as a destination for all things TV. An app that would coalesce a community of fans togethrer to talk about their favorite content regardless of the platform or genre. The mobile app quickly became the place to have meaningful interactions and make new connections over a shared passion for TV. The app also created a platform for stars to engage directly with their superfans and to monetize their fanbase. Every interaction would turn into Fan Points.
The business and brand had been created quickly as the founders worked on a new updated app, they sought a strategic brand agency to help create a stronger brand strategy.
In 2018, TV Party engaged WANT to create a new brand strategy and name for the app and the business.
Over a three month timeline, WANT worked extensively with the two founders to create a new brand strategy for the business. We conducted executive interviews, competitive audits and performed a deep dive assessment on the TV Party brand. Our recommendation included a new brand definition oriented around a powerful brand positioning idea ‘Beyond The Show’ which amplified the app’s core benefit to users – as a companion help them engage with fans, stars and the everything around the show.
We recommended a name change – a subtle evolution from TV Party to TVCO to help refresh the app, herald a new chapter for the business and create a more succinct and powerful brand.
Beyond the Show was created as a classic brand positioning – as a beacon to guide internal marketers at TVCO but the founders loved the idea so much they made this idea a key part of their messaging.
As TV and reality TV continues to grow across all channels, TVCO has continued its rise as an essential app for stars and fans.
The app is a big hit with users and is rated 4.4 out of 5 on the Apple app store.