Fox’s “Grease Live!” electrified Twitter on Sunday night for the entirety of its three-hour broadcast.
The star-powered musical—a hybrid of the 1971 Broadway production and 1978 movie—pulled in 12.2 million viewers and featured celebrities with significant
, who played Rizzo in Sunday’s performance, has 5.7 million devoted Twitter followers, and Julianne Hough
(Sandy) has nearly 1.2 million. Marketing technology group Amobee reported that these two names were among the top three mentioned in the nearly 1,400,000
Tweets using the #GreaseLive
TV networks including Fox and NBC have marketed the live-musical format to sway viewers from using ad-skipping digital video recorders. This has proved
successful in both ratings and engagement online. Brand managers are also getting in on the online action that surrounds these live broadcasts.
Rather than simply mentioning the hashtag to establish a presence online, some social media marketers opted to take a more clever, event-themed approach:
Other social media pros opted to target specific cast members, most notably Vanessa Hudgens, whose father died the morning of the performance. The
#VanessaHudgens hashtag pulled in 90,756 tweets—the most of the night for any cast member.
Netflix took a nostalgic approach, probably to endorse Hudgen’s claim to fame: “High School Musical.” The release is available on DVD through the site:
Even small organizations such as this local movie theater in Minneapolis used the hashtag:
After the ratings rolled in, Fox
worked to keep the “Grease Live” conversation going online:
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What do you think, PR Daily
readers? What did brand managers do well to capitalize on “Grease Live’s” audience—and what could they have done