Social media working for The Office

Share this article:
DunderMifflinInfinity.com, NBC's social networking site for its sitcom "The Office," seems to be paying off for the broadcaster.

Members of Dunder Mifflin Infinity have organized 26 viewing parties across the country for tomorrow's season premier of "The Office," rallying the troops in Rochester, N.Y.; Philadelphia; Cheshire, Conn.; Washington; Baltimore; Gainesville, Fla.; Charlotte, N.C.; Chicago; Germantown, Ohio; Elk River, Minn.; Indianola, Iowa; Ames, Iowa; La Crosse, Wis.; Fort Collins, Col.; Las Vegas; and Santa Barbara, Calif.

I went on the site, and while it could use a bit of spiffing up (which it promises is coming soon), it's definitely got a lot going for it: The concept is kept to (all visitors are referred to as "employees" and receive "memos" on upcoming events). There are a lot of opportunities to participate and earn "schrute bucks" -- an ill-fated concept from one Office episode -- which can be used to decorate virtual desks, buy video clips and even "get promoted" on the site. Perhaps most importantly, it taps into the rabid fanhood of some of the show's best viewers. Superfans can actually apply to be "regional managers" for Dunder Mifflin Infinity, nabbing the power to organize branches, relay information, moderate their branch's forum and other interactive tasks.

In all, it's a fun site with a lot of inside references to keep fans interested and happy, and if it can pull in some awesome season premier ratings for one of my favorite shows, well, more power to them. I think those guys deserve some schrute bucks.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Finally, A Data Program for the People

Finally, A Data Program for the People

A British website seeks voters' help in striking clichés from the stump speeches of political candidates.

Four Brand Emails That Offer Tricks and Treats

Four Brand Emails That Offer Tricks and Treats

Happy Halloween from my inbox to yours.

Creative Marketing Is Good; Useful, Relevant Messages Are Better

Creative Marketing Is Good; Useful, Relevant Messages Are ...

The next wave of the digital evolution is pushing marketers toward hyper-relevance; but not everyone is catching on.