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Client: WLFL-‐TV (Sinclair) and The Big Bang Theory Situation Set-‐Up MPI had been working with WLFL-‐TV for their typical sweep buying for many years. But in the summer of 2011, they wanted to do something “different” when they launched The Big Bang Theory in it Prime Access time period. The Challenge: Budget was tight and timing was short. It was already July before we secured co-‐op fund approval for promoting the September 2011 launch of TBBT and it was critical to get some early legs for the show that would carry them into a successful November sweeps for that time period. The Approach: MPI worked diligently with WLFL’s promotion director to create some “out-‐of-‐the-‐box” media strategies for delivering the greatest reach for their message in the time period closest to the September launch date. The Marketing Tools: Capitalizing on the summer time period, we took our message outdoors. MPI secured mobile trucks, elevator wraps at local malls and signage in a baseball park. All messaging was “larger than life” and focused on the main characters of the show with an emphasis on Sheldon… and his growing popularity. Mall advertising was secured on the elevator during the key “back to school” weekends and the creative was the “yellow construction tape” signifying the broken elevator on the popular show. The baseball stadium strategy encompassed backlit signage in the stadium breezeway, as well as a “night” at the ballpark. A WLFL personality threw out the first pitch. A pre-‐recorded video announcement from TBBT cast was shown on screen. And every attendee for this home game received “fans” of either Penny or Sheldon to use on this HOT 100 degree day! As a final “add on” to the ballpark promotion… fireworks were launched for every home run… and BAZINGA appeared on the three video-‐trons in the stadium. Radio schedules and :10 liner copy were used in the week prior to launch to promote The Big Bang Theory and its new home from 7-‐8pm, five nights a week. Results: Successfully timed events, creative implementations all around, leading to multi-‐tiered exposure of this hot new show in syndication. And, a stadium full of Sheldon & Penny fans the Sunday night prior to launch. Did we mention one very happy client!