The six major broadcast networks are gearing up to launch their newest shows this fall with an extensive promotional push.
ABC, finishing last among the big four networks last season, plans to visit hundreds of heavily populated beaches on both coasts during the Labor Day weekend with plastic bottles containing “messages” promoting its new desert island drama Lost. The network is also planning a preview weekend Sept. 10-12 at Disney’s California Adventure theme park, giving fans the opportunity to meet stars from its hit shows.
NBC has partnered with Campbell Soup Co. and Scholastic for an essay contest to promote its drama American Dreams. The contest will be touted on 42 million tomato soup cans with support from print, radio and TV advertising. Campbell’s will also be integrated into episodes of the series, starting Sept. 26 when a character on the show enters a similar contest.
Also on NBC, Yahoo has signed a deal for the second season of The Apprentice. Every time Donald Trump says “You’re fired,” the departing contestant will leave in a taxi carrying Yahoo HotJobs branding. Yahoo will also promote the show on HotJobs and throughout the Yahoo network.
The WB has signed a deal with Kmart in which stars from its new shows Blue Collar TV, The Mountain and Summerland and returning shows 7th Heaven, One Tree Hill, What I Like About You and Reba will wear clothing from the retailer’s back-to-school clothing lines in various episodes. Print, outdoor, Internet and TV ads support the $30 million cross-promotional campaign.
Another marketing approach being used by the WB is streaming the premiere episode of its new drama Jack and Bobby on AOL for a full week as of Aug. 31. This marks the first time a network program airs in its entirety online before its broadcast premiere, which will take place Sept. 12. The initial episode will also be featured on a DVD stuffed into this week’s Entertainment Weekly. The nation’s top four television markets—New York, Los Angeles, Chicago and Philadelphia—will receive a portion of the 500,000 DVD-loaded copies of the magazine.
Fox has entered into a marketing partnership with Sears for its new home-makeover program, The Complex: Malibu. Sears products will receive in-show exposure and the retailer will promote the new show in-store, on its Web site and in its circulars.
Sears is also the presenting sponsor of ABC’s returning hit Extreme Makeover: Home Edition. ABC is extending the partnership to include local hometown makeovers of community buildings that need renovation.
Finally, CBS has arranged for the star of its new coming-of-age drama Clubhouse to throw out the first pitch at Saturday’s San Francisco Giants home game. The net will also be distributing free preview DVDs of its fall season lineup in Blockbuster stores and in Entertainment Weekly’s fall premiere issue.
The network has purchased all of the billboard space in New York’s Port Authority and Grand Central Station to tout CBS and UPN programs. All of New York City’s 5,000 transit buses will also carry ads for CSI: NY on their bus fronts (between their bumpers and windshields) throughout September.
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