Mod Fam Syndication Concepts

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MODERN FAMILY: Syndication Concepts 11.20.13

MODERN FAMILY

SYNDICATION CONCEPTS

Loren Schiller




#1 (MODERN HOUSE PARTY)

In this concept, we encourage fans to throw their own official “Modern HouseParties.” They’ll engage non-fan friends and family by inviting them to viewing

parties of the syndicated episodes. To throw official parties, fans register online(name, address, email, etc) to receive a Modern Family party supply kit featuringt-shirts, hats, and other party favors based on props from past episodes.

Each month, one house party will get the ultimate party surprise: a member ofthe cast (i.e. Ty Burell) or barring that, the writing team (i.e. Danny Zucker) willcrash the party along with a camera crew. Footage from these events willbecome TV spots to engage new fans by showing others like them at houseparties. We’ll show new fans mingling with casts members, wearing their official“Modern Family” gear, and saying things like, “My name is John Smith, this iswas my first episode of Modern Family and for now on, I’m going to make every

night… Family night!”




#2 (GOOGLE EARTH)

The band Arcade Fire recently created an interactive on-line music video inwhich the viewer entered their home address, and then the on-line video featured

a Google Satellite Map tour through the fan’s neighborhood while the songplayed (the song was about growing up so using Google Earth was extremelyimpactful).

In a fun and unique take on this idea, we’ll have “Modern” cast members (againstgreen screen) shoot segments specifically designed to recruit new viewers. Fanscan engage non-fan friends and family by entering the latter’s home addressesand sending them “personalized” calls to action featuring a cast member in frontof their house telling them to watch “Modern.”

For example, Gloria could be featured telling the non-fan: “You better start

watching ‘Modern Family’ or I’m going to come inside and raise my voice. Justask my husband, Jay. Isn’t that right, Jay? JAAAAY!... JAAAAAY!!!”

Link to Arcade Fire Google Earth video: Arcade Fire video




#3 (KEEPIN’ IT REALTOR)

This variation on the previous concept features Phil Dunphy in his role as realestate salesman. Fans can use Google Maps technology to place him in front of

their non-fan friends’ houses where Phil delivers the call-to-action:

“My name’s Phil Dunphy and word on the street is you’ve never seen my show,Modern ‘Modern Family.’ I’m standing in front of your house to sell you onwatching syndicated episodes on your local Fox affiliate. And if you don’twatch…

He puts a “FOR SALE” sign in the front yard (his face on the sign). He doesn’tsee that the sign has been defaced with a mustache.

“I’ll sell your house.”

MODERN FAMILY

He notices the mustache.

“What the? Actually… not bad. Not bad at all.




#4 (CUSTOM JAY PRITCHETT T-SHIRTS)

In the first few seasons of Modern Family, we often saw Jay making custom T-shirts for family members (“Claire and Present Danger” ). Now, Jay wants tocustomize shirts for you in a multi-step activation.

In step one, we set up pop-up kiosks in malls and big-box stores. “Modern” fanswill watch a tutorial hosted by Jay Pritchett on “How To Make The PerfectPersonalized Shirt,” – which we’ll intercut with moments from the show of Jaymaking and his family wearing the shirts.

In step two, fans text or email photos (from their phones) of their non-fan friendsto a computer in the kiosk along with Jay Pritchett-style slogans.

In step three, we send the non-fan their customized shirt enclosed with apersonalized card from the fan encouraging them to tune in for syndicatedModern Family episodes. Who could resist all that?

In a possible step four, we engage more viewers with a website in which newfans can upload photos sporting their new nifty new Jay-inspired t-shirts. On theback of each t-shirt will be the tagline: I MAKE EVERY NIGHT… FAMILY NIGHT.




#5 (HOMEMADE TALKING HEAD)

Modern Family nails talking-head interviews. In this concept, we engage fans tocreate their own talking heads. All you need is a webcam and the desire to invitefriends and family to watch syndicated episodes of Modern Family.

We’ll create a website where viewers can choose a “couch” (Jay and Claire’s,Mitch and Cam’s, or Jay and Gloria’s) and possibly a cast member as they shoottheir own Modern Family talking heads by superimposing webcam footage ontothe Modern Family set. It would also be possible to do this with pre-filmedmoments of cast members sitting on the couch. They could shoot scenes thatallow for some improv on the part of fans. At the end of each talking head, boththe fan and the cast member say together, “Join us in making every night, familynight.”

Fans position themselves with their webcams so they appear to be sitting on the

couch next to a character. Mitchell, for example:

MITCH: [pre-recorded] So what do you think, do you have any friends whowe should invite to watch syndicated episodes of Modern Family ?

FAN: Yeah. Let’s invite my neighbor Jim.

MITCH: [pre-recorded] Sounds like a plan. He’s your friend. I’ll follow yourlead.

FAN: Hey Jim! Modern Family is the funniest show on TV. You should

come over each night to watch syndicated episodes.

MITCH: [pre-recorded] Great. So should we say it together?

FAN: Sure.

MITCH: [pre-recorded] On three. Ready? One. Two. Three.

MITCH/FAN: Join us in making every night… family night.

MITCH: [pre-recorded] Good job. Now I think you should probably leave.Cam gets a little jealous when I do couch confessions withouthim. He’s so dramatic.

CAM [O.C., pre-recorded] I heard that!

Finally, fans of the show can record these talking heads and email them tofriends and family.




#6 (MODERN FAMILY FEUD or MODERN FAMILY FACE-OFF)

In this concept, we pit families against each other in a Modern Family trivia gameto see who knows the most about the show. Here’s the catch: if you want tocompete, you must apply with five family members. In most households, this will

require recruiting at least one or two family members who doesn’t normally watchthe show, and this means more and more people will start tuning in nightly totrain for the big competition.

To implement this idea, we hire a small production crew to drive the “MODERNFAMILY WAGON,” a station wagon or tour bus decked out with the MF logo.The crew drives from city to city filming families in head to head competitions, thehighlights from which can be used on line or in on air TV spots. Prizes couldrange from cash to a chance to be an extra on a new episode of Modern Family.

Another option would be to create a MODERN FAMILY FEUD set in Las Vegas.

Families would travel from all over the country to face off against each other.Families will compete for prizes and a possible walk-on appearance.




#7a (MODERN MESSAGE)

Back in 2006, “Snakes On A Plane” did a campaign that allowed fans to send outautomated calls featuring the voice of Samuel L. Jackson to friends and familydemanding they go check out the new movie. We do the same thing for

syndication, featuring the voices of “Family” cast members.

Fans will be able to call in, pick a cast member, and choose from a series ofgreetings that will be sent out to unsuspecting friends and family members. Justimagine getting a call from Gloria politely demanding that you tune in to watchsyndicated episodes of modern family. Who could say no?

#7b (MODERN MESSAGE)

Here, fans of the show can sign up to receive a pre-recorded phone call from amember (or members) of the “Modern” cast. The fan can text the number(s) ofnon-fan friends who will then receive their own pre-recorded message in which acast member tells them that if they watch a week of episodes and can pass anonline quiz about their “assigned” five nights worth episodes they’ll win a piece of“Modern” merch and will also entered into a drawing with their fan friend to beflown out to L.A. to visit the cast on set. All pre-recorded messages wouldreinforce the idea that “every night can be Family night.”




#8 (PERSONALIZED MODERN MESSAGE)

During a syndicated episode of “Modern Family” on USA, a TV spot will engage“Modern” fans to sign up on-line to win the prize of a cast member recording their

outgoing voicemail message. Let’s say it’s Ty Burrell. Any time someone calls thefan [e.g., John Smith], they’ll hear the voice of Ty’s character Phil Dunphy: “Thisis Ty Burrell of ‘Modern Family.’ You’ve reached John Smith. My man John isunable to come to the phone right now, but if you watch ‘Modern Family’ on USAfive nights a week, he’ll call you back. Otherwise, he’s not sure he’s got thatmuch to talk to you about.”




#9a. (SUPER MANNY)

This will be a series of animated webisodes that feature Manny Delgato’s alter-

ego: Super Manny. In these shorts we’ll see Manny as a superhero who dressesimpeccably and drinks espressos to give himself the super-energy/power heneeds to have adventures and save the world from poor taste, bad fashion, andimpulsive life decisions. At the end of each episode, Manny encourages viewersto check out syndicated episodes and “make every night… family night.”

#9b. (BE THE MANNY)

This is another animated web series where we show Manny sitting by a fireplace

in his favorite linen blazer, sipping a cappuccino and discussing current events,pop culture or giving life advice. These would be 2-3 minute pieces that could besent to friends via email. At the end of each episode, Manny encourages viewersto check out syndicated episodes and always do their best to “be theManny.” [This could work as live action as well]




#10 (LUCKY LAST NAMES)

This concept is based on ABC’s recent promotion for the “The Goldbergs” inwhich the network sent DVD copies of the pilot episode to people with the last

name Goldberg. In this concept, we’ll do the same thing with people whose lastnames are Pritchett, Delgado, and (the harder to find) Dunphy. We’ll create aviral campaign from footage of these families receiving, then screening the pilot(and reacting with laughter of course). We can also have our real-life Pritchetts,Delgados and Dunphys sit for “Modern Family”-style talking head interviewsabout how the show has changed their lives by making their last namesynonymous with making “every night Family night.” Taking this concept one stepfarther, we can show them as recruiters for non-fans among their friends, familyand neighbors. With a great last name comes great responsibility.




#11 (THE MOST INTERESTING MANNY IN THE WORLD)

In this concept, we position Manny has an international man of mystery a la the

distinguished swashbuckler from the Dos Equis campaign (which is very wellwhat Manny could grow into). Viral spots (on-line and TV) featuring montages ofManny fencing, writing poetry with quill pens and picking flowers as Jay looks on.Meanwhile narration could go something like: After he tastes virgin olive oil, it’s

just olive oil. He would never have a boss… Unless it’s Hugo. He doesn’t fall inlove because that would imply he’s lost his footing, which he most certainly neverdoes. He is… The Most Interesting Manny in The World.




#12 (MODERN FAMILY RE-CREATED)

Fans will be encouraged to get in costume and shoot their versions of scenesfrom their favorite episodes. The best ones will make it to the website wherepeople will vote for the best scene re-creations. Prizes will range from MF

shwag, to money, to a chance to appear in an episode. Winners are determinedby user votes (voters will have to register - we’ll get their email addresses too),so competitors will recruit all their friends and families (fans and non-fans) toregister to vote, thus spreading awareness of the show and syndicated episodesto both fans and non-fans..

For implementing this idea, Bedloo would be perfect:

Modern Family Bedloo Mockuphttp://mockup.bedloo.com/modern_family/




#13 (MODERN FAMIL-E CARDS)

This concept is based on the concept behind the online site, someecards.com,an where you choose from a daily variety of topical and bitingly humorous e-cards. For instance, the day after last season’s epic “Red Wedding” episode of

Game of Thrones, one card might feature the message: “I hope your special daygoes better than the Red Wedding.”

We’ll create special e-cards for fans to easily send to non-fan friends, featuringmessages both specifically relevant to the non-fan (birthday, new baby, wedding,etc.) while also incorporating inside jokes from the show.

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Mod Fam Syndication Concepts