Immediately following the heroic but shocking death of fan favorite “Teen Wolf” character Allison Argent (played by Crystal Reed), MTV gave the show’s legion of faithful fans a place to collectively mourn with TeenWolfMemorial.com. A first-of-its-kind move for a TV network, the endeavor is an extension of MTV’s position as a leader and innovator in fan engagement, and the site has been met with personal condolences, messages of shock, anger and despair, as well as words of encouragement for the grieving community from countless fans.
Thanks to the Internet, the generation that so adores “Teen Wolf” is hyper-connected to and able to interact with their favorite shows, characters and actors, as well as fellow fans, unlike ever before. And as we well know, they take to social media to talk about TV and to share in the joys and sorrows of the characters with whom they have built relationships. The online Teen Wolf Memorial allows MTV to meet its fans in that space.
“Teen Wolf’ has cultivated one of the most social and engaged fandoms in television,” said Tom Fishman, VP Content Marketing and Fan Engagement for MTV. “Knowing that Allison’s death would have an immediate and profound fan impact, we wanted to go beyond the confines and time restraints of a television series and provide them with a curated and social experience where they could collectively grieve, discuss, get exclusive content and create their own.”
This custom hub has given them a real-time, centralized outlet to extend their love for the show off-screen and, with so much sharable content, jives well with their active use of social media; the site features exclusive and sharable video content, including eulogies from “Teen Wolf” cast members, an exit interview with Crystal Reed where she discusses favorite set memories and fan interactions, as well as the character’s final scene.
MTV will be sharing the best and most creative fan-created videos across its social channels. Fans can also tweet reactions and messages of support directly from the site. The hub will also feature a curated feed of tweets from cast members and social influencers who are fans of the series.
The death of Allison Argent builds to an exciting “Teen Wolf” finale on MTV tonight at 10 p.m. ET/PT.
Head here for more info and the full release.