Fox is hoping to harness the power of social media in a big way in order to promote its new hourlong comedy "Glee."
The network this week began beta testing for a sweepstakes that asks potential viewers, "Are you the biggest Gleek? Prove it!"
Just how does on demonstrate love for the "Glee"? By relentlessly hyping the show to the folks in your various social networks, including Facebook, Twitter, Hulu and MySpace.
Follow the official "Glee" Twitter feed– you get points. Mention the show in your Facebook status update? More points. Use Fox’s special "Glee"-themed URL shortener in a Twitter post? Yup, you win again. (A full list of ways to win points is available here).
Fox will keep track of register fans’ various efforts on behalf of the show and offer up a running tally of which fans have the most points via a leaderboard.
Joe Earley, Fox’s head of marketing, is trying to lead by example. He Tweeted about the competition last night, and a check of his profile shows he had already racked up 850 points as of late Tuesday.
Fox is in a unique position to use social media for a new fall show because, unlike most autumn premieres, "Glee" has already been seen by millions of viewers. The show’s pilot aired last spring after "American Idol," creating a small but vocal army of fans of the show.
In addition to giving these early adopters a chance to show off their "Glee" pride, Fox is running a simultaneous contest in which one random "Glee" fan will be flown to Los Angeles for a chance to meet select members of the cast.
Earlier this summer, Fox launched "The Gleek Tour!", a nationwide mall tour featuring the show’s cast.
Here’s a look at a musical number from an upcoming episode of "Glee." Hmmm: Wonder how many points we get for sharing this?