Atresmedia taps Twitter's Flock to Unlock for series engagement

DetailsJuan Fernandez Gonzalez | 22 February 2015

Premiering in Spain, Twitter's Flock to Unlock tool is being used by Atresmedia Digital to increase engagement and awareness for the last episode of Velvet, one of the most successful series of the Spanish season.

Using the tool, viewers will be able to unblock exclusive content from Velvet, which is hidden in a tweet. By retweeting a message from Velvet's profile, the viewers can contribute towards unblocking the content, which becomes available once it has reached over 3,000 retweets.

The hidden video lasts a minute and includes a moment of the last episode that has not been shown yet.

Velvet counts on a large community of online fans, with 76,000 followers on Twitter and 186,000 Facebook fans.

Flock to Unlock has been used before in other countries by companies like Amazon or Puma or for film premieres such as for the Hunger Games. Atresmedia is the first company to bring the engagement tool to Spain's free-to-air (FTA) TV.