MySpace’s “Glee-ful” Opportunity

Posted: March 31, 2010 in Entertainment, Social Media, Websites
Tags: , , , , , ,

MySpace has announced that it is officially hosting a casting call for Fox’s hit television show, Glee. People between the ages of 16 and 26 can submit their audition video either by uploading their own pre-recorded video or choosing from a selection of MySpace Karaoke Glee hits on the Glee Auditions Official MySpace Profile. Participants can use these songs:

  • “And I Am Telling You I’m Not Going” – Dreamgirls
  • “Gold Digger” – Kanye West
  • “Rehab” – Amy Winehouse
  • “You Can’t Always Get What You Want” – The Rolling Stones
  • “Can’t Fight This Feeling” – REO Speedwagon
  • “Don’t Rain on my Parade” – Barbara Streisand
  • “Hate on Me” – Jill Scott
  • “Keep Holding On” – Avril Lavigne
  • “Lean on Me” – Bill Withers
  • “True Colors” – Phil Collins

The winners will fill new roles that will be added to the show’s second season. Users that decline to audition can still share videos and post comments about their favorite submissions. Here is the contest page link on MySpace: http://www.myspace.com/gleeauditions.

I think this is a brilliant social media move by Fox and MySpace for these reasons:

1) The contest will generate new interest and help promote the new episodes of Glee, returning to the Fox Network on Tuesday, April 13, 2010. Fox can promote the contest to the diehard Glee fans in the first couple of new episodes before the contest deadline and send them to MySpace.

2) Fox can promote the contest and new episodes of Glee in the juggernaut American Idol leading up to the final deadline on April 26. There’s no better place to promote Glee and the contest than in American Idol because of the similar content, target audience and sheer volume of viewers watching American Idol.

3) Social media elements include posting other videos and commenting on the entries. This allows those without the pipes or out of the age range of the contest to still be a part of the contest.

4) But the best part is that Fox is using its highly rated programming to send people to MySpace. By holding the contest casting call on MySpace, it will send the demo that deserted it back to MySpace. Not only will the people who want to audition submit a video but also the people who want to comment on the submissions will go back to MySpace as well.

Hopefully, the people at MySpace have a social media strategy to keep these users coming back to the Glee page and to MySpace after the contest. If it were me, I’d be promoting exclusive content from the new episodes of Glee on the page throughout the month of May and generating some kind of tie-in for the summer months leading up to the season premiere of Glee in September. This would be easy to do once the winners are announced – the content could be as simple as behind the scenes with the winners and show their journey as they integrate into the show’s second season.

I would also find a way to promote the new position of MySpace on the Glee contest page. This could be as simple as putting up a survey about MySpace to find out what it would take to bring users back to the site. The opportunities for MySpace are endless if they are strategic about their approach.

The best part about social media is that you once you generate the interest of thousands of people you can absolutely keep them as a long as you provide strong content. Fox has a huge opportunity to leverage the interest of the contest to help increase its network ratings, gain new Glee fans and send traffic to MySpace. We’ll see if they take advantage of it after the contest is over.

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Comments
  1. clintschaff says:

    Nice catch. I think you’re absolutely right. It’s interesting because when MySpace was at its peak it really seems like they tried to avoid working other FOX priorities. If you keep tabs on this, I’d be curious about what you observe.

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