ABC Hypes Jimmy Kimmel Live with Branding Campaign
ABC is launching a branding campaign targeting college campuses and New York City streets to promote late-night talk show Jimmy Kimmel Live.
The network is hitting 30 college campuses across the country to build excitement around the show and spread the Jimmy Kimmel name. Under the campaign, which kicks off today, ABC is hanging posters, door hangers and mirror clings with branded messaging building off Kimmel’s name.
For example, door hangers will say, “Come In and We’ll Jimmy Together” or “Keep Out I’m Gonna Jimmy Alone.” Brand ambassadors will distribute 10,000 T-shirts that read “The More I Jimmy the Better I Feel.” In addition, ABC will air a two-minute trailer on the show at college movie theaters.
ABC is also launching a Web site at DoYouJimmy.com where fans can talk about how they “Jimmy” everyday and watch video clips of the show’s cast of characters. The network will further promote the show in New York via wild postings and advertising on taxi and Subway entrances.
The campaign is the largest for the show since its launch in January 2003. It airs at 12:05 a.m. ET and features guests including celebrities, athletes, comedians and politicians.
Alloy Media + Marketing is an executional partner that handles the college program.
