Being Erica’s Innovative Web Strategy
The CBC is trying a new promotional strategy for ‘Being Erica’, an oddball comedy about a 30-something time traveler. In addition to heavy traditional promotion, the producers are also using social media tools on the internet to extend and promote the show.
A month before the show launched the fictional ‘Erica’ starting writing her own blog which had the feel of a real blog.
The blog turned out to be a prequel for the television show – an attempt to hook the viewers before the show launched. It served to set the stage for some of the story lines and introduced the quirky character. Once the show launched Erica said on the blog:
No video today. Or for the foreseeable future, I have lost access to my webcam… but in the meantime, I’m going to spend a little more time on Facebook.
I’m sure her Facebook profile will serve as a fan discussion board for the show and provide an additional dimension to the character – essentially extending the storyline on more than one medium.
Both the blog and the Facebook profile are a smart way to promote the show. By blurring the lines between the fictional character and reality, the producers have made the character much more approachable than she could ever be on TV alone. It’s strategy that also creates an emotional investment in the character and might lead to loyal fans. You might be more apt to tune in every Monday if you’ve been chatting with Erica all week on Facebook.
Although it’s too early to tell if their web strategy will work out, the show was off to a good start on Monday. Many critics, including John Doyle of all people, praised it, and that translated into decent ratings.
|
Email This Post |
| Shows |
Tell “Erica” while she’s on facebook she can join the “jPod” http://www.facebook.com/group.php?gid=20478128136&ref=ts (4,195 Members) and the
“”SAVE jPOD NOW!!!”
http://www.facebook.com/group.php?gid=8864248089 Groups. Maybe she can even be friends with Ethan Jarlewski and all of the other “Podsters” who have already been on facebook since last January.
While she’s at it maybe she can go back in time and tell the Mothercorpse how rediculous it would be to cancel a show that is brilliant and well loved, traditionally and online.
Very cute – and Linday Lohan slutty. Great combination.
Excellent work by director Holly Dale.
I was one of those caught off-guard by the little headline in the corner of the CBC webpage saying something about Erica’s blog – I was interested, as a blogger, in what CBC was up to, and loved her little vlog bits. It was evident that she was an actress and that the production values were too high to be a real youtube vlog from someone’s desk (not to mention who has a webcam at work?!) but loved it. I am THRILLED that the eps are being provided online as I don’t have a TV and I am one of CBC’s militant radio and internet fans.
I really liked the show. PLEASE PLEASE PLEAAASSSEEE don’t cancel this one, CEEB. I implore you.
I also object to Allan’s characterization of Erica as slutty – I think he misses the whole point. the only resemblance to Lilo is the reddish hair.
I was under the impression that fake profiles were contrary to Facebook’s Terms of Service.
http://www.pcworld.com/article/149004/fake_facebook_profile_author_fined.html
[...] Inside the CBC has a post about Being Erica’s social media strategy (which will no doubt be analyzed to death on every Canadian social media blog). It includes the blog and YouTube videos I raved about earlier, as well as a fake Facebook profile (isn’t that a no-no on Facebook?). [...]
[...] post cites the example of the show, Being Erica, and its innovative web strategy. The number of episodes of the show is being reduced, leading to concerns about how this will [...]