DLD’s Digital Doozy On The Bachelor SA

Don’t Look Down digitally supported the first M-Net production of The Bachelor SA by tightly integrating the show’s content with a detailed strategy and execution, to extend viewing engagement.

With M-Net securing the rights to produce a local version of worldwide reality television smash, The Bachelor for the very first time – it was up to Don’t Look Down to bring the roses and romance to social. Our team worked on location in Mauritius  to weave a versatile digital strategy  directly into the M-Net production of The Bachelor SA show format.

South Africa’s tight-knit Bachelor online community discovered and interacted with custom content spread out across digital platforms; which included exclusive, web-only behind-the-scenes videos and stills (Bachelor Diaries, Secret Scenes and more), social teasers, cinemagraphs and memes, live episode content rollouts, as well as a wildly successful Valentine’s Day full launch episode YouTube stream.

The BacheLEAGUE, a ‘points based’ weekly fantasy website game experience developed by DLD, was also a popular choice for our audience. With weekly prediction questions, simple automated scoring and the chance to play against other Bachelor faithful across the country, BacheLEAGUE took M-Net’s The Bachelor SA digital offering to a new level.

The Bachelor SA proved to be one of South Africa’s most social tv shows, monopolising the conversation on Thursday nights, trending at number one throughout its 12 weeks on air –and ultimately affording M-Net its highest website page views and social engagement this season.

The Bachelor franchise has an exceptional track record. 22 seasons of the show have been produced in the US and the format has been licensed to more than 30 countries. In 2017 it was the number one show in 10 territories: the US, Canada, Germany, New Zealand, Sweden, Finland, Russia, Switzerland and the Ukraine.

DLD is proud to have contributed to the success of the very first season of The Bachelor South Africa.  Although Bachelor Lee Thompson could not find his perfect match, we did, in the form a new M-Net show well-suited to the enhancement of the viewer experience with authentic digital engagement.