TV network The CW is looking to boost its brand with a mall tour targeting teens via an interactive experience to introduce viewers to its shows.
Starting Saturday, The CW will hit 11 Westfield malls nationwide touting its brand identity and promoting its shows. Former networks UPN and The WB merged this year to form The CW. Tour stops include New York, San Diego, Paramus, NJ, two stops in Los Angeles, Washington, DC, Santa Ana, CA, St. Louis, San Jose, CA, Chicago and Seattle.
The tour culminates Sept. 10, and leads into the Sept. 20 debut of The CW, when the network will premiere the seventh season of America’s Next Top Model (which previously aired on UPN).
Through The CW Lounge, consumers can create their own T-shirts with the network slogan “Free to Be” and customize them with their own expressions. At a picture-taking station, photographers will snap photos of visitors and their friends. The CW plans to use some of those images in promotional spots for the network.
Stars from The CW shows, including One Tree Hill, Veronica Mars and Gilmore Girls, will visit each tour stop and sign autographs, offering fans a chance to meet their favorite actors in person. In addition, each CW Lounge will include laptops where viewers can log on to The CW and join The CW Lab online community. Plasma TVs will air footage from upcoming CW series.
Alloy Media + Marketing, New York, handles creative and execution of The CW Lounge. Mall signage and online materials support.
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