TBS is using a new tool to generate early buzz around its new unscripted comedy series Daisy Does America—
The network has partnered with 1800Flowers.com as part of a slate of promotions to generate excitement over its new show and its star Daisy Donovan.
TBS has launched a DAISY-themed holiday window in New York City in the heart of the fashionable SoHo shopping district at West Broadway and Houston Street. The display will be up through Dec. 26.
In addition, TBS will launch a daily daisy trivia promotion online at TBS.com. The challenge, which kicks off Nov. 28, rewards one daily prize of a daisy bouquet and a grand prize of a year of flowers, courtesy of 1800Flowers.com.
And starting Dec. 1, TBS street teams will deliver live daisies in door hangers to 200,000 viewers. Some 50,000 households in Philadelphia, Milwaukee, Detroit and St. Louis also get tune-in information about the show.
“Our job was to create some untried avenues of delivery to reach the most likely viewers in a way that connects them with this fresh, funny series, and to do it in a memorable way,” said Tricia Melton, senior VP-marketing for TBS, in a statement. “We are in a very enviable position with this show in that we have a star whose image can be communicated with an icon that is extremely inviting to our female viewers: daisies.”
Daisy Does America is a fast-paced and irreverent look at some of America’s most extreme characters and lifestyles seen through the eyes of British actress-comedian Daisy Donovan. In the series, Daisy travels across the country in search of the American Dream. She encounters oddities of America life along the way and tries to fit in where she can. Daisy Does America premieres Dec. 6 at 10 p.m.
Cataldi Public Relations, New York, handles.
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