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Exclusive: Fox Executive on Social TV Powerhouse ‘Glee’

Gleeks_Choice_mock_upDuring The Future of Social TV panel at the Lost Remote LA Show, VP of social media for Fox Broadcasting Company Cait Hood talked about one of the network’s most successful social TV stories—”Glee.”

Hood detailed the success of the show’s most recent social TV campaign for next year’s 100th episode celebration. The campaign let fans choose their favorite songs, with the top 10 being remixed by New Direction in the 100th episode airing in March, 2014. The campaign garnered 2.4 million votes worldwide.

“It was hugely successful for us and a great way to allow social to impact broadcast in a meaningful way,” Hood said. “Glee is one of our most social shows.”

She also talks about the differences—and similarities—between Fox’s fan-sourced “Almost Human” trailer-campaign and the “Glee” social campaigns.

“These two efforts, although niche vs more broad-based, we deem both to be successful in engaging the audience and allowing them to make meaningful contributions,” Hood said. “We’re constantly shaping efforts that are unique to each audience. The way we speak to AH fans is definitely different and unique in comparison to how we interact w/ Glee fans.”

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