TLC took to the streets to generate buzz around its new fall show, The Adam Carolla Project, seeding thousands of premiums to consumers via a guerilla marketing campaign to drive tune-in to the series.
During the two-week promotion, which concluded last week, the network traveled to eight markets in a cargo van/construction vehicle equipped with a 42-inch plasma TV that ran a continuous loop of the show’s trailer and cast information.
Street teams distributed 160,000 CD-ROMS, which contains a link to TLC’s Web site TLC.com and cast biographies and The Adam Carolla Project trailer. In addition, teams seeded 12,000 Carolla-branded T-shirts, mini toolkits and tape measures.
The promotion targeted males 18 to 34 at various events, including a tailgating event, a football game, and an Oktoberfest across Atlanta, Boston, Chicago, Los Angeles, New York City, Philadelphia, Seattle and Washington, DC.
New York City-based Euro RSCG Impact handled.
The Adam Carolla Project is an unscripted reality show about Adam (formerly of The Man Show) who buys a househis boyhood homehe plans to renovate and sell. Dubbed by friend and business partner Jimmy Kimmel as the “busiest lazy man in history,” Carolla takes viewers behind the scenes of his life at work and play. The Adam Carolla Project airs Tuesdays at 10 p.m. ET.
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