Episode 4 started by ferrying contestants from Hong Kong to Macau, China, where the first detour consisted of contestants bungee jumping off a building.
The Amazing Race Canada‘s further integration of Twitter, real-time engagement with viewers, and the use of hashtags was brought to a new level last night.
During the bungee jumping detour, the show promoted the hashtag #CautionPeopleFalling. It was the first time The Amazing Race Canada promoted an individual detour with a hashtag.
Only 2.2% of viewer interactions discussing the bungee jump contained the hashtag, but since it was the first time the show has ever done this, it’s possible that viewers were caught off-guard.
Overall detour hastags were included in 3.8% of all Amazing Race Canada tweets for the episode, which may have had a positive effect on viewer social media interaction.
During the show Amazing Race Canada tweeted the hashtag #HarshingOurMellow, which was in reference to Mickey Henry & Pete Schmalz‘s surfer-dude-like response to Sukhi & Jinder Atwal‘s ongoing frustration during a detour.
— Amazing Race Canada (@AmazingRaceCDA) July 30, 2014
The tweet received 26 retweets, 44 favorites, and was referenced 31 times — once again, demonstrating the importance of Twitter to televised events.
Overall the episode saw a 2.7% increase in social media activity from the previous week, and a whopping 53% increase from last year’s 4th leg. However, the timing of last year’s civic holiday could have contributed to this.
This is all good news for The Amazing Race Canada, and they should continue to leverage social media and look for creative ways to leverage social chatter.
Also, like last week, Air Canada continued to engage on social media during the show in a positive way. The airline was mentioned in almost 5% of all tweets. The Air Canada “Win The World” contest is extremely popular and will likely to continue that popularity as the season progresses.
Once again, Spooner & Mikkelson led all contestants in twitter activity with mentions in 22.8% of all tweets, up more than 4% from last week. It’s apparent that their popularity, already high at the show’s beginning, has only improved after winning so many legs of the race.
Rex Harrington & Bob Hope still remained popular at 7.3%, followed the brother and sister team of Sukhi & Jinder Atwal at 7.2%. While not all were positive comments, hey did a great job engaging with viewers during the show and are developing a following.
— Sukhi Atwal (@SukhiAtwal2) July 30, 2014