Presentation on theme: "Global Outlook. Local Insight GLEE: ASK SUE BD/DVD SPECIAL FEATURE."— Presentation transcript:
Global Outlook. Local Insight GLEE: ASK SUE BD/DVD SPECIAL FEATURE
Global Outlook. Local Insight GLEE: ASK SUE BD/DVD SPECIAL FEATURE BRIEF Create an exciting VAM element in conjunction with a social event that leverages Sue as one of the most popular characters in the show. The goal was to energize the Glee social fan base and ultimately drive pre-orders/sales for the S3 BD/DVD. THE CONCEPT Fans were asked to submit questions to Sue Sylvester around three prominent themes in Season 3 via their Fox & Glee local social media sites (Facebook/Twitter) as well as through geo-targeted updates on the global Glee page. As a pay-off, Sue replied to their questions as an advice columnist in a special filmed feature on the S3 BD/DVD. The themes Sue gave advice on were relationships, how to be a winner, coping with winning/losing and career direction. This was a global fan activation with the following markets included: US/UK/IT/DE/ES/AU/BE/NL/IT/MX/BR [insert Sue photo FROM VAM]
Participating Markets: Participating Markets: 11 Questions Submitted: Questions Submitted: 1,300+ Fans: Fans: 20 million fans reached Final: Final: 50 final questions chosen VAM: VAM: 15 questions on VAM
Global Outlook. Local Insight GLOBAL BREAKDOWN/LOCAL PAGES POSTED TO US US questions for Sue (2 updates sent) https://www.facebook.com/Glee https://www.facebook.com/Glee BR – 112 BR – 112 questions for Sue (3 updates sent) https://www.facebook.com/FoxHE.BR https://www.facebook.com/FoxHE.BR DE DE questions for Sue (3 updates posted) https://www.facebook.com/GleeDeutschland https://www.facebook.com/GleeDeutschland NL - 58 NL - 58 questions for Sue (3 updates posted) AU - 43 AU - 43 questions for Sue (1 update posted) UK - 17 UK - 17 questions for Sue (3 updates posted) IT - 11 IT - 11 questions for Sue (1 update posted) MX - 9 MX - 9 questions for Sue (3 updates posted) https://www.facebook.com/TCFHE https://www.facebook.com/TCFHE BE - 5 BE - 5 questions for Sue (3 updates posted) ES – 3 ES – 3 questions for Sue (3 updates posted) https://www.facebook.com/FoxHomeSpain https://www.facebook.com/FoxHomeSpain In addition to collecting geo-targeted questions from the global Glee page, we reached out to in-market Facebook pages below where applicable. Better engagement can be seen on the dedicated Glee pages.
Global Outlook. Local Insight RESPONSES Of the themes, Sue’s advice on how to be a winner and coping with winning gained the best social traction, with fans seeking both sincere advice as well as tongue-in- cheek questions. Within the greater canon of responses, we see Sue’s “awesomeness” as an overwhelmingly positive theme. SPOTLIGHT – Final questions Katherine (AUS) “Dear Sue, would you ever let Finn join the Cheerios?” Kangaroo Jack (AUS) “Dear Sue, does your track suit change color depending on your mood?” Anonymous (DE) Dear Sue, Sue always remains true to herself – do you have tips for German teens?” Maria (Netherlands) “Dear Sue, what do you think of squirrels?” Anonymous (UK) “Dear Sue, what is your secret for being so confident and successful?” Joel (Belgium) “Dear Sue, contrary to most states in the US, same sex marriage is legal in Belgium. If you were a wedding planner, how would you advise gay and lesbian couples on wedding plans?” Thiago (BR) “Dear Sue, when will you be coming to Brazil to shout at some fat guys?” Raul (MX) “Dear Sue, could you tell us what motivates you to be who you are?”