Fox’s ‘Drive’ on Twitter

I’ve written before about the effect of Twitter and why brand managers should be monitoring it and engaging with its users. A number of media brands have created their own Twitter feeds but, to my knowledge, Fox TV is the first one to setup a profile for an entertainment property. They have one that’s being used to promote their new series “Drive.” Producer/director Greg Yaitanes says he’ll be Twitting the show’s series premiere this Sunday.

Twitter is a great potential tool to use if you don’t want to create an all-out, RSS-enabled corporate site/blog. Imagine if Warner Bros., to pick a studio at random, setup its own Twitter feed it could use to send out updates to its fans on new posters, website updates, acquisition news and just about anything else. It could just include a short tweet with a link back to the studio’s site.

This makes absolute sense to me. If it doesn’t to you, keep in mind that the FoxDrive Twitter profile already has over 400 followers, all of whom will be getting updated commentary during the premiere episode.