Fox finds new, savvy uses for Twitter

Fox finds new, savvy use for Twitter (Fringe, Fox)Yet another cute Twitter name for leveraging the micro-blogging solution has emerged this week with Fox’s “Tweet-peats” which refers to the behind the scenes tweets on about certain Fox  shows during repeat broadcasts.

Both “Fringe” and “Glee” stars and creators will initially participate and dole out commentary through Twitter while fox re-broadcasts those shows to set the stage for the fall season.  In a UK interactive television style, these tweets can be followed online but will also appear via a scroll near the bottom of the screen providing commentary on the episodes, revealing behind-the-scenes details and answering fan questions.   Fans can sign  up at and to follow the event.

From a engaging an audience perspective, this is a brilliant strategy for stirring up interest in two shows that Fox has heavy hopes on for the fall season as well as seeing what fan chatter can be leveraged into a consumer research play.

If I were Fox, I’d make sure that fan commentary gets into the hands of the show runner’s writers room and potentially influences the direction of the shows.

Yes, sure, it’s great to have a big twitter following and hopefully this will drive ratings but long term, it’s the feedback that’s relevant here.  What better way to open the dialogue between your fan base and the show.

Jimmy’ Fallon’s “Late Night with Jimmy Fallon” has been nominated for an Emmy for “Outstanding Creative Achievement in Interactive Media –Nonfiction” by leveraging the fan community to help create content for the nightly show.  Not a week goes by where the site isn’t asking viewers for some type of user generated content or feedback or submissions with the results feeding directly into Jimmy’s monologue, show bits or running serials.  What a great ongoing consumer research panel!