• Thu. Jun 30th, 2022

CBS Launches ‘Get Into Something Good’ Admirer-Centric Marketing Campaign

CBS will benefit from this Sunday’s AFC championship match concerning the Kansas Metropolis Chiefs and Cincinnati Bengals to unveil a new fan-centric advertising and marketing campaign tied all over the topic “Get Into A little something Good.”

And here’s the unique angle to the places that viewers will see on Sunday: They never actually incorporate clips from the exhibits. As a substitute, they target on the superfans at the rear of collection like “Survivor,” the “FBI” franchise and freshman comedy feeling “Ghosts.”

“We’re trying to actually break some norms and glimpse at points differently,” reported CBS president and main internet marketing officer Mike Benson. “I assume it is a much more innovative and contemporary way to eat a present or to encourage a exhibit. And the way we have strategically seemed at these is, why does each and every one promo have to be a thing that is a clip-centered promo? Is there a way to essentially seem at our advertising and marketing exactly where we intrigue audiences and then give them the clips and give them a lot more context around the application or the characters or the tales? Which is actually what we’re undertaking right here and the way it commences to function, each on air and what we’re accomplishing in social.”

In the on-air spots, three fictional households portray passionate followers of “FBI,” “Ghosts” and “Survivor.” The promos are narrated by “FBI” star Jeremy Sisto, “Ghosts” star Brandon Scott Jones (who performs Isaac, the pompous 1700’s American Groundbreaking ghost on the clearly show) and “Survivor” host/govt producer Jeff Probst. Here they are under:

“We have been doing work to make the CBS brand name fashionable and applicable, and a lot of what we have to do is educate audiences on the exhibits that we have, and remind them how common they are,” Benson claims. “We want to help the viewers fully grasp that there are people today who are obsessed and really like these applications. We’re embracing this notion of fandom simply because term of mouth continue to drives tv and fandom drives television. And so, the entire origin of the campaign came out of the insights that we ended up looking at all around the followers of our demonstrates. This seriously embraces how our audience goes to an extended diploma to take in, breathe and sleep their shows.”

As for “Get into A thing Good,” Benson hesitated to get in touch with it a community slogan, but he stated CBS will employ it as a concept to lean in as a community mission. “It’s a rallying cry to prove to the viewers that we’ve bought excellent issues that are truly worth their time,” he reported. “This is a line that we’re we’re heading to start off to use and develop on it in approaches that go on to demonstrate that when you check out CBS or courses from CBS, no matter if it is on Paramount Plus or wherever it may be, it is time properly spent.”

This also rather replaces CBS’ tradition of touting its position as a No. 1 network, a little something Benson has pulled back again on given that using above marketing at the network. “I really don’t want to go out and tout that we’re variety just one, audiences never care about that anymore,” he said. “Of study course, it’s essential to say that there is a exhibit that is truly popular and a selection 1 comedy, but as much as the community brand name, individuals really do not definitely care if we’re variety 1.

The thought of which include “regular viewers” as the cornerstone of a marketing campaign is also a little bit of a throwback to campaigns from the 1970s and 1980s, which include this just one from CBS:

https://www.youtube.com/enjoy?v=jvnK96sZsIo

“We’re taking some points that we may possibly have carried out in the past that ended up definitely awesome and reinventing those people items,” Benson claimed. “And to me, that is variety of a enjoyment matter to do.”

Benson details to the slide start promo, that includes “B Positive” star Annaleigh Ashford, that was generated at the commence of the time:

https://www.youtube.com/look at?v=Qqj7HmSfZCU

Meanwhile, CBS reported the “Get Into Anything Good” campaign also extends to social, where last week Probst issued a challenge on CBS’ manufacturer handles (Twitter, Instagram, Fb, TikTok) for viewers to show “How Significant of a Fan” they are by Applying #CBSFanFlex in their posts.

Here’s Probst’s message:

And a handful of recent posts:

@bran__flakezz

#sew with @cbs my initial ever celebration 😂 #CBSfanflex #survivor #realitytv #jewish #homosexual #leo

♬ authentic audio – bran_flakezz

@schultzzie

#sew with @cbs my minute has come #greenscreen #cbsfanflex #cbssurvivor

♬ original sound – Sierra Schultzzie

@thehaleyweiss

#stitch with @cbs #greenscreen debatably problematic that the buffs say “out-take in, out-schmooze, out-pray, oy vey”#CBSFanFlex #survivorcbs

♬ unique sound – Haley Weiss