FOX has been playing with their network shows (FRINGE, GLEE) and how fans can interact with them via re-runs and tweets. The idea was/is to interact with the talent behind the show(s). I am a HUGE fan of the general concept. However, the method of which they did so, is poor at best.
This is what I call a real SOCIAL (media) EXPERIMENT. Just not sure they did much research before they released it to the public. Some may call it a marketing train-wreck.
I love the “pushing the envelop” side of it, but it just doesn’t work. Doesn’t make sense to me – not with these shows. There is a time and a place. The time to watch entertainment most (if not all) believe should be separated from the interaction with those that produce it. In fact, I would even argue that viewers who are really into a show, enjoy the “escapism” of the characters and the story-lines. By it’s definition, that is what entertainment is? I do see a great opportunity for cast, crew, creators to all become evangelists to help market the content.
As a marketer of entertainment content for over 15 years, I strongly urge creators to learn how best to use their personal brand in an effective manner, and one that is also closely coordination with the overall arcing campaign of the show, film, etc. I actually wrote a blog about this http://johnayers.posterous.com/co-branding-entertainment
I believe what FOX was trying to do is correct, the execution was not. A high profile actor or director has a great opportunity to market their entertainment brand, but there must be marketing strategy behind it.
I think it’s time I offer social media training for content creators (actors, directors, writers, producers) so as to assist them on best practices in entertainment social media marketing. This is one of the topics that we discuss at the #entsm weekly tweetchat. Join in the discussion every Tuesday, 8PM PDT on Twitter using the hashtag #entsm.
In the long run, this may be a case of even bad press may be better than no press at all. A lot of people are talking about @GLEE because of this experiment. Anyway, enough of my thoughts… lets see what the fans said.
Read below to see what the fans told FOX.
Thank you to everyone who participated in last night’s FRINGE Tweet- peat special event! We’ve read through all the fan feedback. While many people were thrilled with the opportunity to interact with the FRINGE cast and producers, others felt the on-screen graphics made it difficult to follow the broadcast. We’ve listened and have used these comments and suggestions to help us make a few adjustments to tonight’s GLEE Tweet-peat special.
Don’t forget that Tweet-peats are unique events for repeat episodes only.
Tonight’s GLEE Tweet-peat will air at 9 PM ET/PT. During this encore airing of the GLEE pilot, both east and west coast broadcasts will feature LIVE tweeting by the cast.
Tags: Fringe, Glee, twitter
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