Jimmy Fallon and Integrated Media

Jimmy Fallon’s Tonight Show follows the script Johnny Carson wrote years ago, but with a new twist – audience interaction via multiple social media channels.

Jimmy Fallon’s Tonight Show follows the script Johnny Carson wrote years ago, but with a new twist – audience interaction via multiple social media channels.

Jimmy Fallon’s Tonight Show is true to the legacy of Johnny Carson. Lead-off monologue. Soundtrack sidekick. Funny sketches. Engaging band. But there also is something new, even though that something is based on an old idea, too.

Fallon’s late-night show exploits engagement on social media. He crowdsources comedy on Twitter in a bit called #Hashtags. And he solicits raw material for sketches on Facebook and YouTube.

Engaging audiences – and fishing for expanded audiences – is an old idea packaged like a new one on social media. It is what marketing public relations is all about – contests, special events, loyalty discounts and social media interaction.

Dove sponsored soap-carving contests. BMW facilitated motorcycle workshops in home garages. Powell’s employees write reviews that are posted on bookshelves.

Fallon is a great entertainer and his show reflects savvy marketing to keep it at the top of the ratings and reaching out to new, often younger viewers.

The on-air show follows the form of Johnny Carson’s Tonight Show, but it has added twists. The celebrity guests don’t just show up to shoot the bull. The guests, who are curated to appeal to a wide audience, pitch their latest movie, album or book, then join Fallon in a game. Game of Thrones star Kit Harington and country crooner Blake Shelton played charades with Fallon. Rapper Drake and Fallon donned miniature baskets on their heads for a game of faceketball.

Occasionally Fallon breaks into one of his Saturday Night Live characters and he has recurring bits, such as his “thank you” notes on Friday nights and his frequent impersonations of Donald Trump. 

But the show doesn’t end there. Fallon asks viewers to send tweets using a hashtag he’s created, such as #ImDumb, which fetched some hilarious examples of people being stupid. He reads some of the best ones on air, but many others are included on the show’s website, which provides a convenient opportunities to watch – or re-watch – a Fallon skit or monologue.

Fallon invited young people to submit their “Fallonventions,” which will be featured in an upcoming show. An earlier invitation for funny faces turned into an on-air sketch with Fallon and Miley Cyrus trying to imitate the facial contortions.

Other TV shows use integrated media to connect with viewers. The Voice lets viewers vote via an app to decide who stays and who goes by purchasing performers’ songs on iTunes. Bones engaged viewers with an open dialogue online about favorite moments and clues on how to solve the crime. Person of Interest encourages fans to submit their photos, some of which appear on the drama.

Integration of channels may seem daunting, but it’s less arduous than it may appear. You don’t have to be a social media guru to make the kind of connections you want to achieve. Think of loyalty programs that you run through a platform like Facebook. You build a connection with customers that can be as simple as coupons or a flash sale. 

If you aren’t thinking about integration, you should. If you need inspiration, watch Jimmy Fallon.