The other night I watched the first episode of season 4 of Nip/Tuck. Content of the show aside, I wanted to discuss how F/X presented the show semi-commercial free. Normally the show is presented with the normal commercial interruptions between each segment. This time around the show was presented as a 1.5 hour premiere sponsored solely by Sony Pictures. This meant that instead of breaking for a commercial – a different preview for one of the upcoming Sony Pictures movies was displayed. It was basically like seeing previews in a theater because they were the long version for each film, and included movies that I did not know were coming out yet.
The net result of this move is that I watched every single preview (read: paid ad placement by Sony) I think this method of sponsorship is highly effective.
Some of the previews included; Running with Scissors, Stranger than Fiction, and The Persuit of Happiness.
Usually I find multiple programs to watch and record then switch between them to avoid commercials but this time I watched all the way through. It honestly was one of the better ways I have seen a premiere episode or regular non-cable show presented in awhile.
In researching this article it turns out they did this last year too.
This makes this weeks winner in my advertise different category – and hopefully we will see more of this in the future.
Would you prefer one sponsor per show instead of multiple 30 second spots?
Technorati Tags: nip/tuck, FX, sony pictures, sony, the persuit of happiness, running with scissors, Stranger than Fiction, marketing.fm, advertising, marketing
September 28th, 2006 at 2:15 pm
FX and their Nip/Tuck series have started using our Fancast System to promote their show. Check out the on-air promo (rights free):
http://www.youtube.com/watch?v=OMyyqyJmQFs
Also, these two pages describe the system:
http://www.biggu.com/fancast-2/
http://www.biggu.com/fancast/
I can connect you with the FX guys if you want to do something on this..
September 28th, 2006 at 8:35 pm
Hi Alexander,
Thanks for the links. This seems like a very cool promo and the Facast system looks pretty slick. I have to give props to F\X for using such technology to setup this promotion and for giving this level of fan interaction. I would definitely be interested in covering this further.
~Eric
April 9th, 2007 at 1:37 pm
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