American Idol’s use of IMC

THIS is American Idol Integrated Marketing Communication.

For this week’s CMGT 541 post, I chose to highlight American Idol’s use of integrated marketing communication to drive viewership and interest, and ensure this American TV staple remains atop network ratings as it has since it first aired in 2002.

Idol’s slick, but not-so-smooth smartphone/tablet app is a good place to start. When a user logs in, an integrated panel that incorporates show-related tweets, photos, countdowns and videos appears. This landing page provides a wealth of multimedia, made-for-consumption content that keeps users engaged and  clicking through to other portions of the app, website and online, show-related content. Users can vote, learn more about their favorite contestants and judges, and view countdowns and leader boards through this portal as well.

As mentioned previously, the app and website aggregate Idol-related tweets: some good, some bad, but most are entertaining. Throughout each episode, viewers are encouraged to tweet their thoughts about contestants and judges; this ensures that a constant stream of fresh content is always available to be used however developers and producers of the live show see fit (tweets are also included on-air).

Fans are directed to the Idol website throughout the show to cast their votes and interact with judges, talent and fans, and to vote via phone and/or text message. Once a fan casts his/her vote via SMS, he/she receives an auto-reply that directs him/her to “tell the world why you think ____ should be a finalist,” driving additional social media traffic and mentions, and engaging fans’ friends and family members as well.

Additionally, SMS voters receive reminders about upcoming episodes and voting deadlines via messaging in the future, and are offered the opportunity to join additional mailing lists to “support (their) favorite idol like never before”; meanwhile, show support staff receives a never-ending stream of leads used for ongoing marketing activities. By engaging these loyal fans early and often, Idol marketers are able to provide additional user experiences that result in  additional user interactivity while heightening show/contestant visibility and developing brand advocates with a variety of outlets to spread the word.