The Power of the Gleeks

Recently my Events Invite box on Facebook has come under attack. Day after day, I’ve been inundated with invitations and requests to give people “gold stars”. Countless times I’ve been asked to head to Myspace to watch my friends sing and act. All in an attempt to get me to vote-vote-vote. Because maybe, if they get enough support, they’ll land a recurring role on “Glee.”

Regardless of what you may think of the content, Fox has done well promoting its freshman series “Glee.” Starting with a preview event last May (months before its actual premiere) following through to its fall run and now its spring debut – not once has the network let anyone forget that this show exists – even when it was off the air for four months.

Furthering this mission is the current online, nationwide open casting call for three new roles on the song and dance show. Hopeful “Gleeks” (read: fans)  can take to the branded Myspace page where they are encouraged to upload a video of themselves singing a song and performing a monologue from the show. Fans, friends and family can then give the candidates “gold stars” in order to boost their status. Over 27,000 Gleeks have posted audition videos thus far.

If the web has taught us anything, it’s that the power is in the people. And Fox is counting on the people to power “Glee.” By driving interest with a large incentive, Fox gets the fans to carry the promotional leg work. If each person who uploads a video plugs themselves on Facebook, Twitter, etc – they are consequently plugging the show. Legions of Gleeks building universal awareness. It’s a win-win. Not only does Fox get the free advertising but fans feel connected to the series. And what better model than that for a program that is all about diversity and inclusion.

But the audience interactivity doesn’t stop there. “Glee” also holds the number seven spot on the “Top Paid Apps” chart on iTunes for their ingenious iPhone/iPad application. The Smule-driven “Glee” app costs $.99 and enables fans to take their engagement with the show to the next level. Essentially a well-done karaoke portal, the app lets users sing along with popular songs from the show. It contains a multitude of features including pitch correction, auto harmonizing, and network group singing. Gleeks can then record and post their performances to the Smule site, Facebook, Twitter, Myspace etc. Performances from all corners of the globe can be heard in the app or on the site. The application comes preloaded with a handful of songs, while more from the show are available for purchase at $.99 a pop. The app covers every base. It’s engaging, monetizing, and promotional.

In an over-populated, too-congested entertainment landscape, it’s necessary for marketers and creators to maintain a relevant, engaging product. Not even counting the show itself, “Glee” uses interactive, innovative tools to keep it’s audience involved with and talking about the show at all times. And the numbers don’t lie. Averaging about 7 million viewers an episode in the fall, the show has doubled that in its spring debut and this week became the number one new scripted show on television, bringing in 12.6 million viewers. They are clearly doing something right.