GLEE - My happy exploration into a modern integrated media brand

I am totally fascinated by this show.  I'll admit it's entertaining, but what I'm really amazed by is the BRAND of Glee & how it connects to it's consumers.

The show is broadcast on Fox TV - a mass media & traditional media platform.  In the old days, this would have been the end of the story.  Back then, you had to wait for the following week or season to see the next episode.   Today, I can go to the Glee microsite on Fox to see previously aired episodes.

Once at the microsite, a consumer/fan can do so much more! (Insert Vince the SlapChop sales guy voice playing over and over in my head)  Here's some other things I (or at least a person with a USA IP address) can do from the website.

1. watch, share & rate previous episodes (Google TV is coming)
2. watch, share & rate clips
3. look at, share and rate photos of my favorite stars/episodes
4. search and join in conversations about the show 
5. take personality quizes.  As a bonus, I can connect to my facebook network to decode special things
6. upload my own photo
7. download a Glee iPhone App that turns my phone into a Karoke device where I can practice, share and compete against all other players
8. Download wallpapers for my computer / smartphone
9. sign up for a newsletter
10. watch the original casting calls
11. interact with the sponsors in fun ways and connect those fun experiences to my friends via Facebook (try the slushie and insults)
12. connect to Glee's Facebook, Twitter & Youtube channel

THIS IS JUST ON THE FOX WEBSITE!  Not enough?   I'm gonna throw in the Graty & a ShamWow for free.  iTunes has a few other items to help consumers/fans get their Glee on...

1. albums
2. songs 
3. TV seasons 
4. TV episodes
5. no less than 4 iPhone Apps
6. 1 iPAD app
7. Podcasts
8. Audiobooks
9. Ping

Other similar products sell for $39.95 and they're really hard to clean.  But if you buy right now I'll sell you the Slapchop AND the Graty for only $19.95 + S&H.  I can't do this all day so you got to buy now. All you "gleeks" out there stand by for these amazing offers...

1. books
2. video games
3. karoke machines
4. Glee branded talent shows
5. Glee Cast Concerts
6. 3D movie
7. Board games
8. Puzzles
9. Tshirts
10. Script Music
11. Lunch bags
12. cards
13. any other bit of shwag you can imagine

Brands today have an unprecedented ability to create an incredible consumer/fan experience.   Yes, the TV show is the main platform to broadcast the message, Glee is a clear example of the consumer's desire to connect, communicate and share with the favourite brands...on their own terms and timeline.

What touch points are you using to connect your brand?  

Here's a few sites you may find useful

Transmedia 

Wikipedia

Effect on the arts
Effect on Music Sales

Secrets of Integrated Marketing

The amazing part of this video is that it has been viewed over 700,000 times.

Imagine your business. You've got computers. You've got a cell phone with a web cam. Maybe even a staff member who's got a modern computer and has put a video on facebook or youtube. You may have even published a video of a wedding, a party, a hockey game yourself. You've got a marketing budget.  you know some of your traditional media works, but are questioning if your marketing mix is the best it can be. 

In my opinion, you've already got a couple of holes punched on your social media VIP coffee card. what you really have are... resources.

1. You understand that business is about relationships. 
2. you have the digital and human resources to build, connect to and create a social network of business connections
3. you have the ability to use radio and/or television as accelerators for your business & social networks

as of 2010, we know the average consumer spends their daily media time pretty evenly in an average day.  1/3 TV, 1/3 Radio, 1/3 internet.  In less than 10 years, (yes the same 10 years you plan on being in business)  the average 35-54 year old will probably be spend between 50-80% of their daily media time connected online.

TV and Radio are the best traditional media platforms to launch the next 10 year phase of your social  marketing & consumer communication plan.    use traditional media to as an accelerator to grow your social media network.

Here is why I think social media will be so great.  Social media allows you to broadcast yourself on 2 way communication platforms...in writing, on video, voice, or images.  Eventually, you could bypass paid traditional media platforms.  it allows anyone to selfpublish on a scale as big or bigger than a Superbowl, NBC, National Rogers Radio, The New York Times or the Calgary Herald.   A growing majority of consumers use social media platforms like Urbanspoon, rate mds or youtube to access content and reviews about virtually every single consumer choice on the planet.

Very soon, I will have access to the worlds collective knowledge in one hand.  Google has just launched a mindreading software application called instinct to make it easier & faster for me to find the exact information that i want.  any idea, thought, opinion, personality can be found on my iphone.  I can connect with any community for business.  Consumers like justin Beiber, the Julie & Julia girl, the shit My Dad says guy have created brands. In the reverse communication direction, the Old Spice guy connected the brand to consumers.

People like raywilliamjohnson,  mysteryguitarman and charlie will be next.  Wait, What, WHO?  tone is really hard to pick up in righting, so read this next sentence with as much attitude as you can muster.  seriously, who are they?

well, they all look like their around 25.  They all look like they make videos of themselves in their bedroom.   Combined they have over 630,000,000 views and 3 million subscribers.  And it looks like they all did that from their house.   Here's what I asked myself...Seriously?   all of us have those same tools.  the only real difference is that they are (what Seth Godin would call) doing marketing

Now back to me....I've got 2 tickets to that thing you wanted and NOW,  they're diamonds.

I want to talk to you....if you're interested.