FOX and Twitter are breaking boundaries by releasing Ghosted, the new sci-fi comedy starring Adam Scott and Craig Robinson, in advance of the series premiere. The show follows a skeptic and a true believer who investigate paranormal activities in Los Angeles. Ghosted premieres October 1 on FOX, but the series will stream via Twitter from September 21 to the 24 in advance of the broadcast premiere. This partnership is the first of its kind for the social media platform and will herald the creation of new content between the social media giant and the studio.
In addition to Ghosted airing a week and a half before its premiere date, the network will debut an exclusive Empire pre-show that will run on the social media site. The network will also air episodes of The Mick giving fans a chance to catch up.
According to Shannon Ryan, chief marketing officer of FOX Television Group, this is "more important than ever."
"With so much competition out there, it’s more important than ever to create innovative ways to promote our shows and connect directly to our viewers,From introducing new fans to GHOSTED, to creating a catch-up opportunity with THE MICK marathon, to building fan conversation for EMPIRE with the live pre-show, this exciting partnership with Twitter allows us to tailor each initiative for every show.
Marking a Twitter first, the premiere episode of GHOSTED will stream nightly at 9:00 PM ET/6:00 PM PT, from Thursday, Sept. 21 to Sunday, Sept. 24. The streaming episode will feature a special introduction by the show’s stars, Craig Robinson and Adam Scott, with a Twitter Q&A featuring members of the show’s cast to follow each night’s presentation. Follow the series @GhostedonFOXand join the discussion using #GhostedPremiere."
The use of social media to reveal new content is clearly something more social media producers should consider. From this new partnership with FOX to Vero releasing Zack Snyder's new film, social media is shaping the future not just in terms of influence but in terms of creating an audience. Fans who might not have access to television can catch up with Ghosted and fans of Empire can create a new experience. It will be interesting to see whether or not this becomes something of a regular occurrence for FOX and other broadcasters eager to lure audiences to their new programs.
Ghosted premieres on FOX October 1, 2017.