Pure and simple, these things are promotional tools. They're more fun to consume than 30-second ads, but they're still advertising. If you can get people to go to a show like 'Lost' or 'The Office' every week, why not get them to participate at other times? You exploit the existence of this universe you've created and squeeze out more audience participation.  -   Robert Thompson     Quotes
Pure and simple, these things are promotional tools. They're more fun to consume than 30-second ads, but they're still advertising. If you can get people to go to a show like 'Lost' or 'The Office' every week, why not get them to participate at other times? You exploit the existence of this universe you've created and squeeze out more audience participation. Robert Thompson
 Fun