GLEE: ASK SUE BD/DVD SPECIAL FEATURE
Global Outlook . Local Insight
GLEE: ASK SUE BD/DVD SPECIAL FEATURE
BRIEF
Create an exciting VAM element in conjunction with a social event that leverages Sue as one of the most popular
characters in the show. The goal was to energize the Glee social fan base and ultimately drive pre-orders/sales for
the S3 BD/DVD.
THE CONCEPT
Fans were asked to submit questions to Sue Sylvester around three prominent themes in Season 3 via their Fox &
Glee local social media sites (Facebook/Twitter) as well as through geo-targeted updates on the global Glee page.
As a pay-off, Sue replied to their questions as an advice columnist in a special filmed feature on the S3 BD/DVD.
The themes Sue gave advice on were relationships, how to be a winner, coping with winning/losing and career
direction.
This was a global fan activation with the following markets included: US/UK/IT/DE/ES/AU/BE/NL/IT/MX/BR
[insert Sue photo FROM VAM]
Global Outlook . Local Insight
Participating Markets: 11
Questions Submitted: 1,300+
Fans: 20 million fans reached
Final: 50 final questions chosen
VAM: 15 questions on VAM
GLOBAL BREAKDOWN/LOCAL PAGES POSTED TO
In addition to collecting geo-targeted questions from the global
Glee page, we reached out to in-market Facebook pages below
where applicable. Better engagement can be seen on the
dedicated Glee pages.
US - 954 questions for Sue (2 updates sent)
UK - 17 questions for Sue (3 updates posted)
https://www.facebook.com/Glee
http://www.facebook.com/UKGleeDVD
BR – 112 questions for Sue (3 updates sent)
IT - 11 questions for Sue (1 update posted)
https://www.facebook.com/FoxHE.BR
http://www.facebook.com/FoxTv.it.GleeItalia?ref=ts
DE - 106 questions for Sue (3 updates posted)
MX - 9 questions for Sue (3 updates posted)
https://www.facebook.com/GleeDeutschland
https://www.facebook.com/TCFHE
NL - 58 questions for Sue (3 updates posted)
BE - 5 questions for Sue (3 updates posted)
http://www.facebook.com/GleeNederland
http://www.facebook.com/GleeBelgie
AU - 43 questions for Sue (1 update posted)
ES – 3 questions for Sue (3 updates posted)
http://www.facebook.com/gleeonten ,
http://www.facebook.com/TVControlFreak
https://www.facebook.com/FoxHomeSpain
Global Outlook . Local Insight
RESPONSES
Of the themes, Sue’s advice on
how to be a winner and coping
with winning gained the best social
traction, with fans seeking both
sincere advice as well as tongue-incheek questions.
Within the greater canon of
responses, we see Sue’s
“awesomeness” as an
overwhelmingly positive theme.
SPOTLIGHT – Final questions
Katherine (AUS)
“Dear Sue, would you ever let Finn join the Cheerios?”
Kangaroo Jack (AUS)
“Dear Sue, does your track suit change color depending on your
mood?”
Anonymous (DE)
Dear Sue, Sue always remains true to herself – do you have tips
for German teens?”
Maria (Netherlands)
“Dear Sue, what do you think of squirrels?”
Anonymous (UK)
“Dear Sue, what is your secret for being so confident and
successful?”
Joel (Belgium)
“Dear Sue, contrary to most states in the US, same sex marriage
is legal in Belgium. If you were a wedding planner, how would
you advise gay and lesbian couples on wedding plans?”
Thiago (BR)
“Dear Sue, when will you be coming to Brazil to shout at some
fat guys?”
Raul (MX)
“Dear Sue, could you tell us what motivates you to be who you
are?”
Global Outlook . Local Insight