Glee uses gamification on Pinterest to unveil new songs

In an innovative use of the platform, Glee is using gamification on Pinterest to unveil songs from The Graduation album.

The dedicated board implores fans to repin, setting a threshold of a certain amount of pins necessary for the link to the new song to go live. The links appear to be unlisted, meaning that the only way this content can be reached is through Pinterest or sharing.

Beyond repins, each new milestone (released song) unlocked gives way to another song with an even larger repin target. Combining a hot new platform like Pinterest with a concept involving gamification is an effective and fun way to not only increase engagement and visibility but also condition fans to the brand’s call to action.

Kudos to the Glee team for their fantastic work on this campaign.

What are your favourite innovative uses of social media?