Following the success of WebChef, an online talent hunt for the best amateur chef in the country, Famebox has launched a web reality show called “American Swan Beauty & the Blogger” this April. It is a one-of-its-kind online reality show by the multi-channel online talent platform that leverages the power of social with content created by bloggers.
Here fashion models and bloggers come together to set social media abuzz. After the initial phase of shortlisting where 8 models and 8 bloggers were chosen, they have now been paired into 8 teams with a beauty model and a blogger each. While the winning beauty will be the ‘Face of American Swan’, the winning blogger will be the online apparel brand’s ‘Social Media Ambassador’. Apart from a cash prize of Rs.5 lakhs and tons of merchandise, both the beauty and the blogger will host their own YouTube channels on the FameBox Network.
Hosted by the popular VJ, Cyrus Sahukar, “American Swan Beauty & the Blogger” has also roped in expert mentors on board. The models will be mentored by top model Anusha Dandekar and celebrity blogger Miss Malini will mentor the bloggers.
The format of the reality show is an interesting and engaging one. While the beauty drives up the glamour quotient, the blogger creates social media buzz with real-time updates, pictures and behind the scenes videos. Using a combination of its website and social media platforms like Facebook and Twitter, Famebox is driving eyeballs to its YouTube Channel for fashion.
The website serves as a central hub displaying the performance of the teams and the social media chatter. It also lists the videos of the auditions and finalists. A leaderboard on the website lists the team scores earned through social buzz and on-ground.
The Famebox Fashion YouTube channel has created dedicated playlists for ‘Beauty and the blogger’, where the models and bloggers talk about themselves in short videos.
The Famebox Facebook and Twitter pages are keeping fans updated throughout the show by sharing the bloggers’ posts and pictures of the on-ground tasks performed by the teams. Bloggers are the ones who have been creating all the content. Here blogger Jeremy Cabral from Fashion Most Wanted has shared a blog post with pictures and his experiences. The bloggers are sharing their posts through their individual social media pages to promote their team’s models and increase their social buzz scores.
Conversations and engagement revolves around the hashtag #BeautyNBlogger. Twitter is abuzz with chats and contests too. From testing blogger IQ contests to twinterviews and brand contests, the Twitter page has been in continuous conversation:
Q.3 What do bloggers mean when they say ‘plug-in’? RT and reply using #BeautyNBlogger
— FameBox Network (@FameBoxNetwork) May 22, 2014
— FameBox Network (@FameBoxNetwork) May 27, 2014
— FameBox Network (@FameBoxNetwork) June 2, 2014
Making social media count
The talent hunt has an interesting win-win format. By marrying the video consumption behaviour with social media craze in the country, Famebox has managed to not only boost engagement but also promote the Famebox Fashion YouTube channel to the online junta and video content producers.
Moreover, by serving as a platform for models and bloggers, the reality show also helps highlight the benefits of Famebox to both models and bloggers, two entities who could benefit with an independent video channel of their own. Essentially, ‘Beauty & the Blogger’ has boosted subscribers and viewership for the Famebox YouTube channel.
Famebox is capitalizing on the popularity of reality shows and the emergence of digital video consumption to build a relevant and engaged community around each of its channels, while staying true to its vision of creating webstars. Next we might hear on India’s first comedy web-reality show!