CBS Launches ‘Get Into Something Good’ Marketing Campaign Focused on Fans, and Leaves Out the Show Clips (EXCLUSIVE)
variety.comMichael Schneider Variety Editor at LargeCBS will utilize this Sunday’s AFC championship game between the Kansas City Chiefs and Cincinnati Bengals to unveil a new fan-centric marketing campaign tied around the theme “Get Into Something Good.”And here’s the unique angle to the spots that viewers will see on Sunday: They don’t actually include clips from the shows.
Instead, they focus on the superfans behind series like “Survivor,” the “FBI” franchise and freshman comedy sensation “Ghosts.”“We’re trying to really break some norms and look at things differently,” said CBS president and chief marketing officer Mike Benson. “I think it’s a more innovative and modern way to consume a show or to promote a show.
And the way we’ve strategically looked at these is, why does every single promo have to be something that is a clip-based promo?
Is there a way to actually look at our marketing where we intrigue audiences and then give them the clips and give them more context around the program or the characters or the stories?
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