Entertainment

CBS Launches ‘Get Into Something Good’ Fan-Centered Marketing Campaign

CBS will use this Sunday’s AFC championship game between the Kansas City captains and the Cincinnati Bengals to announce a new fan-centric marketing campaign tied to the theme of “Be something good.”

And here’s the unique take on the spots that viewers will see on Sunday: They don’t actually include clips from the shows. Instead, they focus on the superfans behind the series like “Survivor“Franch” FBI “and a sense of humor for freshmen”Ghosts. ”

“We’re trying to really break some standards and see things differently,” said CBS president and chief marketing officer. Mike Benson. “I think it’s a more creative and modern way to consume a performance or to promote a performance. And the way we’ve strategically looked at these is, why should every single ad be something of a clip-based ad? Is there a way to really look at our marketing where we engage the audience and then give them clips and give them more context around the show or the characters or the story ? That’s really what we’re doing here and how it’s starting to work, both on the air and what we’re doing in society. ”

At online spots, three fictional families portray die-hard fans of “FBI,” “Ghosts,” and “Survivor.” The promotions are narrated by “FBI” star Jeremy Sisto, “Ghosts” star Brandon Scott Jones (who plays Isaac, the pompous American Revolution ghost of the 1700s on the show), and the show’s host. / executive producer of “Survivor” Jeff Probst. Here are them below:

“We’ve been working to make the CBS brand modern and relevant, and a lot of what we’ve had to do is educate audiences about the shows we have and remind them how much their popularity,” says Benson. “We need to help the audience understand that there are people who are obsessed with and love these shows. We are adopting this idea of ​​fandom because word of mouth still drives television and fandom drives television. And so the whole origin of the campaign comes from the insights we’ve seen around fans of our show. This really embraces the way our audience eats, breathes, and sleeps on their show to an expansive extent. ”

As for “Get into Something Good,” Benson hesitated to call it a network tagline, but he said CBS would use it as a theme to lean on as a mission mission. “It was a rallying cry to prove to the audience that we have good things worth their time,” he said. “This is the line that we’re going to start using and building on in ways that continue to prove that when you watch CBS or shows from CBS, whether it’s on Paramount Plus or wherever, It was a good time.”

This also partially replaces CBS’s tradition of advertising its status as the #1 network, something Benson has withdrawn since taking over. “I don’t want to go out and advertise that we’re number one, audiences don’t care about that anymore,” he said. “Of course, it’s important to say that there’s a really popular show and number one comedy, but for the network brand, people don’t really care if we’re number one or not.

The idea of ​​including “regular viewers” as the basis of a campaign also posed a bit of a hindrance to campaigns from the 1970s and 1980s, including this one from CBS:

“We’re taking some of the things that we could have done in the past that are really cool and recreating those things,” Benson said. “And for me, it’s a fun thing to do.”

Benson pointed to the fall premiere ad, starring “B Positive” star Annaleigh Ashford, produced earlier in the season:

Meanwhile, CBS says the “Get Into Something Good” campaign also extends to social media, where last week Probst launched a challenge to CBS’s brand handles (Twitter, Instagram, Facebook, Facebook, Twitter, Twitter, etc.) TikTok) for viewers to show off “How big the fan is.” using #CBSFanFlex in their posts.

Here is Probst’s message:

And a few recent posts:

@bran__flakezz

#stitch with @cbs my first event 😂 #CBSfanflex #survivor #live #jewish #gay #Lion

♬ original sound – bran_flakezz

@schultzzie

#stitch with @cbs my moment has come #Green screen #cbsfanflex #cbssurvivor

♬ original sound – Sierra Schultzzie

@thehaleyweiss

#stitch with @cbs #Green screen the point of contention is that supporters say “eat it all, eat it all, indulge, pray, oy vey”#CBSFanFlex #survivorcbs

♬ original sound – Haley Weiss

https://variety.com/2022/tv/news/ghosts-survivor-fbi-cbs-marketing-1235166867/ CBS Launches ‘Get Into Something Good’ Fan-Centered Marketing Campaign

Fry Electronics Team

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