Nothing beats standing in a sold-out arena. Whether it’s watching your favourite baseball player hit a home run or singing along with thousands of other fans to Beyoncé’s latest hit, live events can be an exhilarating experience. Now social media has opened them up to a larger audience and fans from around the world can follow an event and feel like they are really participating.
Share the live experience
Social media can help bring the television audience closer to the event, and to each other, making them a greater part of the experience. In 2012 American Idol achieved this by creating a community website for its fans called Idol Nation, which acted as a kind of social media hub, gave a place for fans to come and talk to each other about the show, and highlighted popular community members.
It also launched a Twitter campaign, Flock to Unlock, which encouraged viewers to tweet to unlock exclusive content from sponsors and behind-the-scenes footage from the show. American Idol was so successful at augmenting viewer experience, that the finale reached a peak of almost 24,000 tweets per minute.
Later in the year, the 2012 MTV Europe Music Awards became one of the most social events ever.... Read more
A "significant number" of AT&T's mobile subscribers received an unsolicited text this week advertising the new season of American Idol, reports the NY Times. No opt-in or nothin'. The culprit? AT&T itself.
One customer quoted by The Times called the stunt "evil."
I don't know if I'd call it that, but I would give the communications giant a thumbs-down for the effort.
The lesson here is simple. Just because a platform is emerging (yeah, I'd say mobile is still emerging), it doesn't mean we sideline best practices learned on other digital platforms. In fact, I'd argue it's more critical to strictly adhere to best practices (like opt-in messaging) in an emerging space so we don't trample it.