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Fairly legal
How does a fledgling TV show gain an audience when it goes up against perennial powerhouse “Jersey Shore?” ClickZ describes how the people at USA Network created an integrated marketing campaign to ensure that the new show “Fairly Legal” would gain a foothold with young viewers. And by using social ads, they achieved an impressive 3.9 million viewers for their pilot episode.
Marketers ran banners on Facebook, as well as takeover ads on a variety of entertainment sites, displaying a 30-second clip of the show. Collen Mohan, the VP of Marketing for USA, said that the company expects more social media promotions from its TV stars. This is why the series star Sarah Shahi coordinated a Twitter campaign to her nearly 19,000 followers. Lastly, Facebook and Twitter were used to promote the shows street marketing efforts, such as a “rally” for mediation (the subject of the show).
Given that the show went up against Jersey Shore, 3.9 million viewers is impressive. Also, without additional ad buys, the show’s Facebook likes have almost tripled, to 32,000 since the show’s debut. This is a good case study for how to use social media as part of an integrated campaign to spread the word about a new TV show.
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