Fox launches social Q&A in preparation for fall TV

By Natan Edelsburg 

TV networks can no longer simply promote a big premiere date and hope that enough viewers tune in to help the show live to see another day. Before the summer even ends, Fox is the latest network to launch a big social push to get viewers excited about their fall TV programming. Sunday and Monday, in partnership with Entertainment Weekly the network is launching 10 screenings of its new comedies “Ben and Kate” and “The Mindy Project” which will be broadcast online followed by a social Q&A (replay available). We spoke with Cait Hood, Fox Broadcasting’s Senior Director of Social Media Marketing about the campaign and fall TV.

Fall TV wasn’t just announced at the upfronts this year, it began at the upfronts. Just two months later, networks were in full promotional mode unleashing more TV than ever at San Diego’s Comic-Con. The Q&A takes place on both Facebook and Twitter using #FoxTuesdays, a smart way to get everyone thinking about the specific day of the week for tune-in purposes.

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Hood spoke to Lost Remote about the network’s strategy.

Lost Remote: How is Fox using social to premiere episodes early?

Cait Hood: Starting Monday at 2PM ET, fans can visit the official pages for FOX’s new comedies, THE MINDY PROJECT and BEN AND KATE on Fox.com or Facebook to preview the full premiere episodes of both shows. The episodes will also be available on Yahoo!, Hulu and more than 70 other sites that host the Hulu player (including TVGuide.com, AOL.com, MSN.com and IMDB.com) as well as on VOD and Electronic Sell-Through partners such as Amazon.com, Xbox, Best Buy/Cinema Now and In Demand.

LR: How is Fox working with Twitter and EW?

Hood: Fans can submit their questions for the cast now via Facebook or on Twitter by using #FOXTuesdays, and are encouraged to join the conversation in real-time on Sunday by submitting questions live during the event where the talent will answer in real-time. We’re also integrating a live Twitter stream on-screen at the event so fans can see their tweets showcased in front of the audience.

EW’s Annie Barrett will be moderating the Q&A session, and EW.com will be hosting the replay of the event. In addition, EW.com has been actively involved in promoting the event on their site in advance of Sunday’s event.

LR: How will social be a bigger part of fall TV than it was last year?

Hood: We think a few key social trends will emerge this Fall:

1) There will be an even bigger emphasis on real-time engagement on Twitter during all shows.
2) We think you’ll see more hashtags incorporated into all shows on-air; and custom hashtags for shows like THE X FACTOR, GLEE, NEW GIRL and FRINGE might play into live interactions with rewards/unlockable content for viewers.
3) Better, more robust network and show mobile apps to provide viewers with a really rich second-screen experience during the live broadcast of a show.

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