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ABC Family Makes “Greek” a Winner Online

To create a hit series online you need a dynamic cast, great writers, top notch producers, creative directors and for ABC Family’s television show Greek, a dash of social media.  For those that don’t know Greek is the breakout success for what was a struggling Disney network.  The show features a melodramatic, yet somewhat believable, cast getting through their experiences in the collegiate fraternity/sorority system.  There is no question it was built for its tween-teen crowd and has achieved admirable rankings for a cable network.  However, there is something else about Greek that makes it special.

A quick browse of the iTunes store and you will know exactly what I’m talking about.  Greek is predictably the number one downloaded television show on iTunes, beating the likes of network dramas such as: House, ER, 24, Bones, and the Family Guy.  Not bad for a show that continues to gross a larger and larger audience during its regularly scheduled airtime.  So what makes it work so well?

Greek was introduced along side of an online reality show counterpart aptly titled, “Virtual Rush.”  Contestants on Virtual Rush could be anyone, with avatars being a selection of characters from the television show.  Contestants were given challenges by pre-recorded video from cast members of Greek and asked to upload a video of them performing the challenge.  Winners get a walk on role on the show and a groovy trip to LA.  Buzz-worthy, you bet!  People went crazy for it spreading the word like a fireball through the online community and as a result the internet, not commercials and promos, made the show a run away success.

ABC Family continues to push the envelope with Greek’s presence in the social media community with the ability for users to host a “viewing party” to chat with other viewers online as the show is being streamed.  This clearly serves a dual purpose of being able to keep a buzz moving, but also not cut into iTunes sales.  Of course there are the Facebook, MySpace, and Twitter accounts that come along for the ride.  However, what Greek has been able to do is successfully promote a new television show, using social media as its backbone, much in the same light that Starbucks was able to promote new ideas with social media as talked about last week.