Instead of thinking about the Tonight Show Mobile App as support for a 60-minute television show, we treated it like a second stage for hardcore fans, giving them direct access to Jimmy.

We did this by giving them a platform to participate in the show via, #hashtag challenges, video challenges and other content generating ideas Jimmy Fallon and his team come up with. This lean in experience enabled consumers to not only interact directly with Jimmy but became a venue to create content that could potentially appear on the show.

As the Tonight Show welcomed its new host, its fans warmly welcomed a new way to engage with the Tonight Show App. Since its launch the app has garnered more than two thousand votes on Google Play with an average of 4.5 out of 5 and 215 ratings on iTunes with an average of 4/4 stars. The Tonight Show has also majorly increased their Twitter followers from 514,000 to 1.8 million, rose from 765,000 to 4 million followers on Facebook, and went from 1.5 million to 5.2 million subscribers on YouTube. Not only was the shows interactive presence increasing, but viewership of the show itself had also increased. For the first time since Johnny Carson hosted in 1992, The Tonight Show surpassed its largest recorded audience and achieved a viewership of 10.43 Million.