DLD Does Idols

Idols South Africa Season 8 has arrived and for the eighth time Don’t Look Down will handle the massive digital and social output of this hugely popular M-Net and Mzansi Magic reality show.

DLD was instrumental in the launch of the first digital presence for the South African version of the Idols format more than a decade ago, and has since handled online content for every season. Over the years DLD has expanded the digital possibilities of the show by extending both content creation and audience interaction to the growing platforms of Twitter and Facebook.

DLD’s current Idols project kicked off with the publication of audition dates (in four key locations: Sandton, Durban, Cape Town and Soweto) on the already-existing Idols ‘site and by drumming up buzz on the official Idols South Africa Facebook page (a community that DLD grew to over 25 000 during 2011) and Twitter feed (which is also followed by around 22 000 people).

This helped result in one of the biggest turnouts in Idols history in Johannesburg on Saturday 4 February and in Durban on Saturday 11 February. On these vibrant and vocal audition days, a Don’t Look Down team trawled the long queues to shoot interviews (about what people had chosen to wear and why), promotion for the upcoming auditions and a quirky challenge to sing both Michael Jackson’s “Billie Jean” and Alicia Keys’ “Empire State of Mind”, which resulted in hilarious clips in which people hummed (or just guessed at!) the song’s tricky lyrics.

These clips were edited at DLD and uploaded to the Idols site along with wraps of the day’s events. The company also updated both Facebook and Twitter live on audition days, posting pictures and generally enhancing excitement levels. It is a formula which has delivered results and is to be repeated during the remaining legs of the tour.

In the run-up to the transmission of the eighth season, DLD will, on behalf of its client DSTV Online,  liaise with M-Net, Mzansi Magic, and production company [*sic] Entertainment to implement a comprehensive online offering that will feature a few twists to the traditional format.

Stay tuned!