One of their features cleverly used self generated persuasion to influence their consumers thoughts on the show. They ran a twitter competition which gave viewers the opportunity to win a pair of VIP tickets to the next show, all they had to do was tweet a review of the show (i.e. say why they thought it was so great).
By generating their own and original reasons of why they liked the show, consumers were concentrating on the good parts of the experience which would make them more likely to reflect positively on the experience in the future. Lewin's (1947) study demonstrated this in trying to get housewives to serve sweetbreads to their families by either listening to a lecture on the benefits of serving them or coming up with their own reasons for serving them. Those who came up with their own reasons were nearly 11 times more likely to serve the dish than those who heard the lecture.
LEWIN, K., 1947. Group decision and social change, in T., M. NEWCOMB & E., L. HARTLEY (Eds.), Readings in Social Psychology, Holt, pp 223-235