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CBS will make use of this Sunday’s AFC championship sport between the Kansas City Chiefs and Cincinnati Bengals to unveil a new supporter-centric advertising and marketing marketing campaign tied about the topic “Get Into One thing Great.”
And here’s the exclusive angle to the places that viewers will see on Sunday: They really don’t really contain clips from the exhibits. As a substitute, they aim on the superfans guiding sequence like “Survivor,” the “FBI” franchise and freshman comedy feeling “Ghosts.”
“We’re attempting to really split some norms and glimpse at items differently,” mentioned CBS president and main promoting officer Mike Benson. “I imagine it’s a additional innovative and modern-day way to take in a show or to endorse a display. And the way we have strategically appeared at these is, why does each single promo have to be anything that is a clip-centered promo? Is there a way to actually search at our marketing and advertising exactly where we intrigue audiences and then give them the clips and give them a lot more context around the software or the people or the stories? That is actually what we’re undertaking listed here and the way it begins to function, both of those on air and what we’re executing in social.”
In the on-air spots, 3 fictional families portray passionate supporters of “FBI,” “Ghosts” and “Survivor.” The promos are narrated by “FBI” star Jeremy Sisto, “Ghosts” star Brandon Scott Jones (who plays Isaac, the pompous 1700’s American Groundbreaking ghost on the present) and “Survivor” host/government producer Jeff Probst. Below they are beneath:
“We have been functioning to make the CBS model modern day and related, and a whole lot of what we have to do is educate audiences on the reveals that we have, and remind them how preferred they are,” Benson states. “We require to support the audience realize that there are men and women who are obsessed and appreciate these programs. We’re embracing this strategy of fandom due to the fact term of mouth nonetheless drives tv and fandom drives television. And so, the entire origin of the marketing campaign came out of the insights that we had been looking at all over the admirers of our reveals. This actually embraces how our audience goes to an extended diploma to take in, breathe and slumber their shows.”
As for “Get into One thing Great,” Benson hesitated to connect with it a community slogan, but he said CBS will use it as a concept to lean in as a community mission. “It’s a rallying cry to confirm to the viewers that we’ve got good things that are really worth their time,” he stated. “This is a line that we’re we’re going to commence to use and establish on it in approaches that continue to demonstrate that when you watch CBS or systems from CBS, irrespective of whether it’s on Paramount In addition or where ever it could possibly be, it’s time nicely invested.”
This also considerably replaces CBS’ tradition of touting its standing as a No. 1 network, one thing Benson has pulled back on due to the fact using around advertising and marketing at the network. “I never want to go out and tout that we’re amount 1, audiences do not treatment about that any more,” he claimed. “Of course, it is critical to say that there’s a display which is genuinely well known and a range one comedy, but as significantly as the community model, persons don’t definitely care if we’re variety 1.
The plan of which include “regular viewers” as the cornerstone of a marketing campaign is also a bit of a throwback to strategies from the 1970s and 1980s, together with this 1 from CBS:
“We’re taking some matters that we could possibly have carried out in the previous that were seriously amazing and reinventing those points,” Benson said. “And to me, which is kind of a enjoyment point to do.”
Benson factors to the drop start promo, that includes “B Positive” star Annaleigh Ashford, that was produced at the commence of the period:
Meanwhile, CBS explained the “Get Into Some thing Good” marketing campaign also extends to social, where by final 7 days Probst issued a challenge on CBS’ manufacturer handles (Twitter, Instagram, Fb, TikTok) for viewers to exhibit “How Major of a Fan” they are by Making use of #CBSFanFlex in their posts.
Here’s Probst’s concept:
And a handful of recent posts:
@bran__flakezz #sew with @cbs my first at any time celebration ? #CBSfanflex #survivor #realitytv #jewish #homosexual #leo
Proposed to my wife this way in 2018! #CBSFanFlex pic.twitter.com/89j8j7Y27S
— Colin McBride (@interface2x) January 27, 2022
@schultzzie #stitch with @cbs my second has appear #greenscreen #cbsfanflex #cbssurvivor
@thehaleyweiss #sew with @cbs #greenscreen debatably problematic that the buffs say “out-take in, out-schmooze, out-pray, oy vey”#CBSFanFlex #survivorcbs
Responding to @JeffProbst‘s IG tale
Experienced the Survivor Ancient Voices topic engage in at my marriage two months in the past!! Get me on period 44! Or 43, I’ll get it…#CBSFanFlex #Survivor pic.twitter.com/d1u6rI9tKo— Jacob Savitt (@jdsavitt) January 27, 2022