A01- An Analysis of the Marketing Mix for at least one product

GLEE - SEASON 3

About The Show

                                                                                         Glee Creator: Ryan Murphy

Glee is an American musical, comedy drama which was created by Ryan Murphy, Brad Falchuk and Ian Brennan. The show has been a huge success as it deals with teenagers in High School, who are considered losers as they are part of the school's show choir, 'New Directions'. The show deals with relationships, sexuality, and social issues. There is always a story or character that is relatable to the viewer, which has helped make the show so successful. I think that the USP of Glee is that is so relatable, very funny and can help a lot of teenagers whilst thy go through this development stage of life. The writers create witty, detailed storylines that are suitable for teenagers and adults.  In the 2nd series of Glee there have been many famous guest stars including Gwyneth Paltrow, Olivia Newton John, Eve, Josh Groban, Britney Spears and Idina Menzel.

Glee Online

American Site:  http://www.fox.com/glee/

UK Sites: http://www.e4.com/glee/

                  http://sky1.sky.com/sky1hd-shows/glee?DCMP=KNC-

(Image above is the top of the Fox website for Glee).

Both these sites allow the audience to catch up on the latest news from the show and what's happening backstage. The Sky website offers fans of the show special updates and exclusive photos. Both the sites allow you to catch up on the recent episodes of Glee, the British website allows you to watch it on the Sky Player. Both websites have rooms for advertising. Usually the companies that advertise on the site sponsor the TV show. 

Promotion

Season 3 of Glee has been promoted through a series of adverts on Sky, Facebook and by also creating a side show called The Glee Project, which allows people to enter a competition to have to chance to star in Glee for 7 episodes, this was a worldwide competition that was open to everyone, so tat helped promote Glee in other countries. 






There are also Glee apps, that you can get on most Apple products. The apps included for Glee are 'Tap Tap Glee,' which is a special Glee version of the popular game 'Tap Tap.' 'Glee Karaoke,' has also been created, and this is the image that is featured at the side. 'Glee Karaoke,' retails at $0.99, a very affordable price. There is also another Glee app that I have found called 'GleeK Songs Free,' which allows you to listen to songs from the past 2 seasons of Glee. 

Sky have produced adverts which include the majority of the Glee cast, and ones that show each character talking about the show on their own. The adverts have been used frequently to promote that the show is moving from E4 to Sky 1 and Sky 1 HD. 





This advert here is longer and more detailed than the other ones. There are adverts which are much more simple compared to a quick snippet that just shows the Glee logo, and with music that is familiar to the show. The advert above features characters that people who have seen the show before know and love, and for new viewers it gives you an insight into the characters and you get a feel for what they will be like in the show. These adverts show close ups and mid shots of the characters, there are no shots further away than this. The advert is also humorous as character Sue Sylvester comes up, a character which fellow GLEEks know and love. Sue has a hatred for the 'New Directions,' and will do anything to see them fail. Her quick comebacks and lippy replies create a fantastic energy for the 'New Directions,' to feed off.


Glee has also promoted itself by releasing CDs worldwide with at least 3 CDs being released every season. Glee has also released special albums including a Christmas album, a Madonna tribute album, The Glee Rocky Horror Show album and 3 compilation albums. Glee has also released, as of now, 205 singles, many of which have topped the UK Chart and the Billboard Hot 100. The most famous Glee song being 'Don't Stop Believing,' by Journey. A song now considered to be the anthem for Glee.

Glee has also done a tour across the U.S, UK and released a CD as well as a special edition 3D film, which premiered in Cineworld Cinemas across the UK. The film took an estimated $9,000,00 to create and in the U.S it took $5.961,231 in it's opening weekend, and as of the 11th September the film has taken $11,847,551. Press conferences were held to promote the film as well as sneak peaks in cinemas for trailers.

DVDs have also been released, as well as an adult book series, a karaoke game for the Wii console and a  iPad application, making Glee accessible to the world. Glee merchandise retails from £0.99 - £29.99 in the U.K (at best price). 

Glee-related merchandise is available from American superstore Macy, and international accessories company Claire's stock Glee-related accessories. Currently the Glee accessories are only available in the U.S, Canada and Puerto Rico. 

There has also been a spin-off documentary called, 'Gleeful: The Real Show Choirs of America,' a documentary based around the life of a teenager in a show choir. It went behind the scenes of real show choirs and showed that being in a show choir isn't as glamourous as it may seem. The show pulled in 411,000.


The cast of Glee were invited onto 'The X Factor,' in 2010, they performed in one of the live semi finals. This again promoted the show ready for it's 2nd season, and also for their live tour through the UK. Some of the cast have also been on UK chatshows to promote the show and the liver tour. 


http://www.youtube.com/watch?v=vyZ1OO-A-oQ    < Video of the Glee cast performing.