Good discussion, interesting point of view.
I still believe they would want to run a 'pop up comp' straight after the finale. After all that effort getting the audience download the app i believe it's better to keep them engaged and use the app daily. If they have a long break in between comps who knows how many people may return to the app.
Once a community is built within the app, contents needs to be provided to keep the monetisation features ticking and create value for the in-app currency.
Another thing is that the celeb judges and host contract terms ends 60 days after the finale, so they can still promote/ be utilized for the pop up comps, before getting new celebrities for the main comps.
Adam mentioned in the presentation that people can pay a subscription for 'backstage' pass and interactions with celebrities. This could mean the celebrity needs to at least appear within the app weekly once they make their appearance and app is updated with the monetisation feature. If assuming this is done during the finals then having a long break and inactivity within the app is not plausible right after the finale.
Also if you follow their marketing mantra, after acquisition and engagement during the finals/finale in early December, monetisation features is next and might be rolled out now. And after we crown the megastar they said there will be a media blitz to show off the winner. With credibility and brand established we now have another 'celebrity' to help promote the pop up comp and keep the monetisation running, before the contract with Usher etc expires
MSM Price at posting:
19.0¢ Sentiment: Buy Disclosure: Held
