I came across a press release from Bravo via TV By the Numbers that announced the “Ultimate Virtual Viewing Party” for the season finale of Top Chef (to air this Wednesday). From the press release:

Bravo is giving “Top Chef” fans an inside view and chance to watch the season six finale among their favorite chef’testants with the award-winning ultimate virtual viewing party for the finale of “Top Chef: Las Vegas,” this Wednesday, December 9 at 10 p.m. ET/PT.  Fans of the show can voice their opinions on the series through Twitter, Facebook Connect, and live mobile chat. Bravo viewers will also get the chance to interact directly with their favorite “Top Chef” judges and chefs live, when they join the party by Twittering their comments during the finale or by following Twitter.com/BravoTV, and answering live viewer questions via mobile and online chats.

Viewing parties aren’t new — anyone can invite some friends over, lay out some chips and dip, and queue up the San Diego audition episode of American Idol. Thanks to the rise of popularity and adoption of social networking, however, TV networks can “host” virtual viewing parties and attract their most ardent fans to engage with them. Bravo has done this before with a virtual party for The Real Housewives of NYC, and it resulted in them winning an MMA Global Marketing Award.

Why bother with virtual parties? Well, for the network, it’s a great way to have a bit more control over an event. People are already going to be tweeting about your show (I tweet all the time about Top Chef and other shows when I’m watching them), but if you can corral some of your biggest fans into a funnel, you can better keep track of them (e.g., via a hashtag for Twitter, texts via promotional numbers, Discussion tabs in Facebook). Additionally, you can get users to tune in live vs. recording the show and watching it later so they can interact with other fans and not run into spoilers. This tactic can help the network determine more quickly how many people tuned in.

Bravo’s clearly appealing to the “social” aspect of social media by engaging with their fans and users and allowing them to interact with their brand and stars (e.g., their Real Housewives and the chefs and hosts of Top Chef). This is the virtual equivalent of going to an autograph signing or a meet and greet; in fact, I remember over a decade ago when MTV would set up Q&As in chat rooms to “meet” some of their VJs (back when MTV still had VJs and played music).  The “celebrity” hook is a big draw — a lot of folks wouldn’t pass up the opportunity to engage and interact with someone from their favorite show, movie, band or company.

Networks aren’t the only ones to get in on the “virtual” party action — I’ve seen more and more brands set up virtual parties of many different occasions (pajama parties, event meet ups, etc). I think it’s a nice tactic, albeit new and still rough around the edges, but all in all I think it’s a great thing for a company/brand to do for their most loyal and enthusiastic fans. It’s obviously difficult to set up a virtual party if you don’t have a strong brand or aren’t established/recognizable, but for big brands and popular companies, it’s something to consider, especially now that social networks make it easier than ever before.

Have any of you seen good/successful examples of “virtual” parties or events conducted via social networks? Share your examples in the comments!

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