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ABC Taps WOM to Push 'Pushing Daisies'
"The most important resource is our on-air promotion, and No. 2 is word of mouth," said Michael Benson, ABC's EVP of marketing. And ABC is opening up the WOM arsenal to get people talking about its new Fall series, "Pushing Daisies," in time for the show's Oct. 3 premiere.
ABC has sponsored a host of public screenings of the show's pilot episode, including a showing at the Hollywood Forever Cemetery -- a location that is all too apropos given the show's premise, in which a man with special powers can reverse death just by touching people. The screenings have generated some online chatter, with people chiming in on blogs and message boards with rave reviews and intentions to tune in.
ABC also did some street-level marketing, passing out thousands of daisies with tags attached -- directing them to tune in to 'Pushing Daisies,' of course -- in major U.S. cities. The company also posted an extended preview of the show on YouTube, giving people with piqued interests a place to go to satisfy some of their curiosity -- and maybe tell a friend -- before the show's debut.
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This is interesting. It is cool to see the big media companies finally begin to realize the power of word of mouth advertising on the net.
Word of mouth is by far more powerful than any ad, and they are just beginning to realize how the net can help them capitolize on that.
Kudos to them.
Trevor M.