Marketing of a New Series or Show – Large Network
By | June 26, 2013
Winner
Sundance Channel’s Push Girls
Sundance Channel had to start by defining what it means to be a “push girl,” and that definition ended up stretching beyond life in a wheelchair to encompass anyone who lives their lives fearlessly. Tactics included pop-up dance stunts in NYC featuring the stars of the show, bold creative (“Are you a Push Girl?”) and a partnership with the Christopher & Dana Reeve Foundation. Overall, Sundance has done a fabulous job promoting this show and changing a lot of perceptions and stereotypes in the process. Ratings aren’t tracked for the net, but the series has had more than 600K VOD orders to date. It also delivered the highest frequency of iTunes and Hulu plays in network history.
Honorable Mentions
Cartoon Network – DreamWorks Dragons: Riders of Berk
Cartoon helped make this new series a hit by covering everywhere kids are with promos—from online, TV to the Six flags and Wal-Mart.
The History Channel – Hatfields & McCoys
History hosted a concert with series star Kevin Costner and his band Modern West, who wrote some of the music in the mini. It went down as the most-watched, ad-supported primetime TV event for all 3 nights.
ION Television – WWE Main Event
Tasked with launching a series that was a departure from the net’s traditional primetime lineup, ION created spots that focused on the characters and its “Positively Entertaining” brand position rather than wrestling.
Oxygen Media – Oxygen’s The Face
A user-generated YouTube contest, pop-up experiences in malls and Fall Fashion Week buzz helped the series premiere to nearly 1mln viewers across Oxygen, Style and Bravo.
TLC – Here Comes Honey Boo Boo
To celebrate the launch, the network’s marketing team developed Honey Boo Boo ringtones and an online name generator, where you could get your own Honey Boo Boo nickname.
WE tv – Kendra on Top
Using a blend of digital and traditional media, WE breathed fresh air into a Kendra series that had been on the decline at E!.
