The innovative folks at TBS interactive marketing are using a double-edge blog strategy to promote Sex and the City. A blog and ads on blogs. One might say that TBS has created an integrated blog campaign.
Yeah...it’s a “fake blog”... all you blog "purests" get a life...Vote Carrie doesn’t pretend to be more than it is…a lighthearted play on politics with a goal of promoting the TV series...a perfectly acceptable marketing use of blogs.
Strategy: Vote Carrie Adverblog - Carrie Bradshaw is running for president on the new Cosmopolitan Party ticket. Like all savvy politicians Candidate Carrie has a blog - votecarrie.org complete with interactive polls, survey results and of course Candidate Carrie’s platform. It's all in the details...note the ".org" extension.
Strategy: Vote Carrie Blog Ads – Running on sites like Blogcritics, Wonkette, Instapundit and MetroBlog.
The entire campaign is fun, interactive, supports the brand and is so very Carrie! I had to find out the story behind the strategy. Richard Turner, Director Interactive Marketing for the Superstation, kindly and generously provided a behind the scene explanation along wtih a few insights about the campaign.
"All of our interactive efforts are designed to convert passive viewers into active participants and, eventually, active viewers." Richard Turner, TBS Director Interactive Marketing.
What were the goals/objectives?
Primary goal for all of interactive and promotional efforts is to drive ratings; the following is a sub-set of this overarching goal:
-To increase consumer awareness of Sex and the City on TBS by capitalizing on topicality of election and popularity of blogs
-To 'live' our brand with a fun and humorous take on political blogs
-To generate press coverage of innovative promotional effort
-To potentially drive site traffic (through links as well as increased relevance for search engines)
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