To Promote ‘90210,’ The CW Plans a Real Labor Day Treat
August 24, 2008 8:50 PM
The CW has come up with a “90210” marketing idea that’s as chilly as the on-set stares between Shannen Doherty and Jennie Garth.
To promote its already much-hyped ZIP Code revival, The CW will give away 100,000 ice cream novelties over the Labor Day weekend. The network has hired ice cream trucks to drive around waterfront locations in New York, Los Angeles and Chicago to distribute the tasty treats.
“The trucks will be decked out in ‘90210’ key art, and they’ll be playing the ‘90210’ theme song,” said Rick Haskins, chief of marketing for The CW. He didn’t have specifics on the exact varieties of the frozen confections, but did hint that there would be popsicles and something in the chocolate family.
“It’s a fun, different way to remind people of ‘90210’ right before the show launches,” Mr. Haskins said. “And we wanted to enhance people’s holiday weekend, not infringe on it.”
Operation Big Chill isn’t the only weapon in The CW’s “90210” marketing arsenal.
The network is going crazy with outdoor advertising on behalf of the show. It’s wrapped several buildings in L.A. and New York in “90210” window wrappings, not to mention hundreds of buses.
As part of what’s known as “mall domination,” “90210” advertising is exclusive to mall-owned kiosks in 32 shopping centers nationwide, including eight in Los Angeles. Street teams in major cities will soon be handing out free “90210”/“Gossip Girl” posters.
The network has also partnered with Imeem.com for a contest in which audience members can submit their own take on the “90210” theme. And via Myxer.com, the network is giving away free “90210” ringtones.
CW is also planning a big paid advertising push as well, with cable ads across more than a dozen networks and a slew of online ads.
“Name a site, we’re on it,” he said.