Glee
Glee is a hit US comedy-drama television series which focuses on the high school glee club ‘New Directions’ competing in the show choir competition circuit and dealing with all the teenage dramas possible.
Following it’s enormous success in the US including being nominated for 19 Emmy Awards, Four Golden Globe Awards and six Satellite Awards, Lucid Online were drafted in with the task of introducing the hit show to a UK audience.
Initially Lucid Online worked with Sony Music, 20th Century Fox and Channel 4 to drive audience figures, raise the profile of individual cast members and music releases through a campaign that was to educate, inspire and excite a broad audience.
With the success of the Glee cast’s first UK No.1 ‘Don’t stop Believing’ which saw Lucid distribute the promotional video to the widest possible audience they were able to build hype around the show with third party online media including an exclusive Sun Online stream of song clips ahead of each week’s episode and interviews with the Guardian, Telegraph, Daily Mail and Heatworld to name just a few.
A ‘Madonna Special’ which culminated in a 6 track EP saw a surge in interest around the show which was stimulated by an advanced screening for media at Soho Hotel in London. Early reviews and episode previews helped build buzz across online communities.
The campaign for Season 1 delivered an unprecedented amount of single and album reviews and a huge level of coverage for the show across the board. All coverage including more than 30 single reviews, 80 homepage editorial features and 200 video placements were enhanced by the addition of iTunes pre order and buy now links. In the UK alone the show sold 1.6 million singles, 700,000 albums, 2 No.1 albums, 3 top 5 albums and made up 20% of the iTunes top 100 singles.
For Season 2 brand new cast members breathed new life into the media interest around the show and introductory features were placed on sites such as MSN, Yahoo, BBC Radio 1, Daily Mail and Sugarscape. Lucid continued it’s exclusive player stream with a new partner and Europe’s most popular website, The Daily Mail Online which achieved homepage support every week prior to the show’s weekly broadcast.
With the added benefit of working with Britney Spears to promote her latest album, Femme Fatal, whilst Glee prepared to air the ‘Britney Special’ Lucid had the opportunity to benefit from the current media interest. Lucid created streams for third party platforms and strong imagery from the episode was serviced to press to help generate previews and image galleries for the likes of MSN, Yahoo, Sugar and Cosmopolitan. Where possible existing Britney Spears interviews and editorial coverage was piggy backed with episode clips and tag lines.
Last summer also saw Lucid promote the first UK cast trip including a spectacular XFactor performance and sold out UK arena tour. Both events saw Lucid’s PR team attend both events which resulted in high profile homepage coverage across third party media sites.
Following the success of Season’s 1 and 2, Season 3 has begun and continues to be a huge hit once again airing every Thursday on Sky1 and Sky1 HD at 9pm.