Logo

Tracing the Pattern of ‘Fringe’ Promos

Jun 29, 2008  •  Post A Comment

FringeThe marketing for “Fringe” continues to live up to the show’s name.
Fox began its promotion of J.J. Abrams’ new drama in May, when—in addition to running spots on its own air—it staged a number of attention-getting stunts in conjunction with the network’s upfront presentation in New York. Among the efforts: Importing cows into the middle of Manhattan.
The campaign enters a more elaborate second phase this week, as Fox begins unleashing paid media in 10 major markets, as well as a nationwide online campaign. The focus of the ads: A series of images—such as a six-fingered hand—designed to reflect the show’s extreme-science theme.
As befits a show from Mr. Abrams (“Lost”), many of the promotions will carry an air of intrigue, with viewers and listeners having to do some searching in order to figure out just what it is they’ve seen or heard. The tagline for many of the promotions will be, “Imagine the impossibilities.”
“We love the mysterious aspects of what ‘fringe science’ means. We’re trying to add some levels of mystery to the marketing,” said Laurel Bernard, senior vice president of marketing for Fox Broadcasting.
Ms. Bernard and her team are working closely with “Fringe” producers Warner Bros. Television and Bad Robot Television on the marketing. Indeed, Bad Robot is doing its own marketing on behalf of the show as well, Ms. Bernard said.
While she couldn’t confirm the details of Bad Robot’s efforts, the blogosphere has been buzzing about a YouTube video featuring a 12-fingered man. Fox’s official Web site for “Fringe” features a hidden link to the video, something that appears to confirm a connection between the YouTube video and the show’s producers.
As for Fox’s paid campaign, the network has already started plastering promotional posters for the show—so-called “wild” posters—throughout New York, Los Angeles, Chicago, San Francisco and Washington, D.C. The posters will stay up through at least July 17.
Radio ads begin running this week in 10 major markets. But instead of the usual “Watch ‘Fringe’ this fall on Fox” spots, the net is running ads that don’t mention the show at all.
One spot is for a fictional car dealership—Abrams Auto, natch—that’s suddenly interrupted by static and a creepy voice that urges listeners to “find the pattern.”
Another ad will have listeners thinking they’ve tuned into a police scanner, with a cop mentioning an incident at “Abrams and 4th.” The cop suggests the incident might be linked to “the pattern.”
A third spot is a fictional news brief that makes mention of, yup, a “pattern.”
Click play to hear the radio spots:

While some of the spots do feature a quick mention of Fox, nothing else indicates they’re promoting a TV show. Ms. Bernard said the network is betting listeners will start investigating—and when they do so, Fox will be ready.
The network has struck agreements with major search engines so that when consumers type in words such as “pattern,” Fox’s Web site for “Fringe” will come up in the results.
“We’re calling them disruptive ads, because they break up the usual pods of spots and make people say, ‘What was that?’,” Ms. Bernard said. “We’re hopeful that if people are intrigued enough, they will start searching.”
ABC has taken a similar approach to some of its marketing for “Lost,” frequently sending viewers all over the Internet in search of various marketing efforts for the show.
Fox also hopes to generate more than 43 million online impressions via an extensive Internet ad campaign on sites such as Facebook, MySpace and Gorilla Nation. The nontraditional spots will bleed into regular Web pages and feature some of the same imagery used in the poster campaign.
Ms. Bernard calls it “wild online posting” and said it’s something Fox “has never done before.”
“Instead of an online unit that has a lot of information about the show, there will be (a banner that reads) ‘Imagine the impossibilities.’”
If users click through far enough, they’ll eventually get to the “Fringe” Web site.
Fox’s promo push for “Fringe” will get more specific—e.g., “Watch ‘Fringe’”—as the show’s September premiere date draws closer. Over the next few weeks, however, the network is planning to have some fun with the show’s mysterious science theme.
“We’re planning outbreaks of ‘Fringe’ in all sorts of interesting places,” Ms. Bernard said.
Will there be more cow sightings?
“I cant confirm or deny anything,” she said. “But we love the cows.”

98 Comments

  1. I am absolutely SICK TO DEATH of the stupid drop-downs for Fringe that have been sprouting over some websites. As I am doing research on websites, I have to move from page to page and they won’t go away until you click them.
    I HATE THEM – so I won’t be watching a program that participates in such juvenile tactics!!!

  2. It totally worked on me. I clicked the Close button immediately, pretty much annoyed that the damn thing popped up. But when it closed, I realised I was vaguely intrigued by theimages I saw, so I loooked back up to the original banner, and it did’t tell me anything useful at all, but I realised that that silent animated banner was intrguing, too. I hesitated, but I went ahead and clicked the banner to go to the Imagine the Imposibilities page, and got myself stuck looking for patterns and Google searching anything about it to see if I could figure out what the hell it was.
    So, now I know, and here I am–someone who doesn’t even own a TV, very much aware of a show that will be on this fall, because *I* spent 15 minutes of *my* night researching the damn thing.
    It worked. Well played. So much so, that I didn’t even remember having been annoyed by their initial attention grabber until I read another commenter’s post.

  3. They had something like this for Lost too, Abrams is good at this sort of thing.
    If you are intrigued, do a wiki search for ARG, or alternate reality game.

  4. I’m sure he’s heartsick that he lost you…

  5. everyone needs to get involved

  6. Excellent job.

  7. Wonderful to read!

  8. Thanks for the informative article, it was a good read and I hope its ok that I share this with some facebook friends. Thanks.

  9. People have to have a particular person to put on a pedestal and glamorize ; I really don’t . People who are recognized for being famous take up much more space in our lives and are usually much too overpayed.

  10. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  11. The U.S. Department of State passed an alert Sunday for United states vacationers in The european countries to be aware of your heightened possible for an al-Qaeda terrorist attack. The caution couldn’t stipulate any specific locations but yet did signal Us citizens in foreign countries of terrorists’ prospective “to attack the bus systems along with other tourist infrastructure.” But no military or govt infrastructures?

  12. Lohan Is going to Rehabilitation Today. If this isn’t just her needing to keep from prison then it is foolish! She’s likely to head over to prison for a minimum of 4 weeks despite who the judge is. For sure in L . a . actually 6-8 days!

  13. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  14. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  15. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  16. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  17. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  18. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  19. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  20. I realy dig these youtube vids. Occasionaly i take vids during in hols and bung them up on youtube. Lots people watch and comment on my vids and I’ve even made some friends via youtube. Youtube rules.

  21. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  22. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  23. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  24. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  25. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  26. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  27. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  28. Extraordinary post on the blog, I share the same views. I wonder why this kind of country really does not think similar to me in addition to the blog owner 🙂

  29. A truly excellent article by you my good friend. I’ve bookmarked this web page and can arrive again following several days to examine for almost any new posts that you simply make.

  30. Actually genuinely very good website publish which has received me considering. I in no way looked at this from the stage of look at.

  31. Cool post man, I certainly like the look and additionally the feel of this unique blogging site. You write seriously well, you have got to be a knowledgable guy. Will undeniably come back

  32. A definitely beneficial submit by you my close friend. I’ve bookmarked this web page and can are available again following several days to examine for just about any new posts that you simply make.

  33. Whoa! This specific is all I can say just for a write-up like this specific. This excellent is genuinely a enormously informative article post on the blog. You have got to know a lot about this valuable

  34. Incomparable page bro. This valuable is just a particularly nicely structured article post on the blog, just the knowledge I was seeking just for. Bless you

  35. Wow! This really is one particular of the most beneficial blogs We have ever appear across on this subject. Merely Magnificent

  36. I am so happy to read this. This is the kind of selective information that needs to be given and not the random misinformation that is at the other blogs. Looking through this stunning piece of content.

  37. Wow! This can be 1 of the most beneficial blogs I’ve ever are available across on this subject. Merely Amazing

  38. I’m grateful for you because of this excellent written content. You truly did make my day :

  39. I am easily thankful to you for providing us with this invaluable advice. My spouse and I are honestly grateful, entirely the data files we needed.

  40. hello there. I just came across worthwhile wordpress blog and also I really need to state that this valuable is a outstanding write-up. Cheers for this kind of information.

  41. Wow! This really is one particular of the very best blogs I’ve ever appear across on this subject. Merely Magnificent

  42. I’m grateful for you because of this good written content. You actually did make my day :

  43. Wow! This really is 1 of the very best blogs I’ve ever appear across on this subject. Merely Magnificent

  44. Good piece of data that you’ve received on this website submit. Hope I might get some a lot more of the stuff in your website. I will occur back again.

  45. Awesome article which has got me considering about the potential of this concept. Genuinely definitely incredible.

  46. hola. I located this web site plus I must think that this important is a amazing article post on the blog. I am grateful to find this amazing info.

  47. Definitely genuinely great website article which has received me considering. I by no means looked at this from a stage of look at.

  48. Wonderful article which has obtained me considering concerning the prospective of the idea. Actually truly remarkable.

  49. Actually actually very good weblog publish which has received me considering. I in no way looked at this out of your stage of look at.

  50. Creative write-up bro. This important is just a extraordinarily nicely structured page, just the awesome info I was hunting for. I praise you

  51. The content on this publish is really 1 of the most beneficial material that I’ve ever appear across. I love your submit, I’ll arrive back to examine for new posts.

  52. Maintain up the great work mate. This web site publish shows how well you recognize and know this subject.

  53. You basically saved me atleast 1 hour of time. I am making a project on this topic and your write has helped me through one of the topics of my project. I will browse to the other pages now.

  54. Maintain up the beneficial perform mate. This website article exhibits how nicely you realize and know this subject.

  55. the articles on this submit is really a single of the most effective substance that I’ve at any time occur throughout. I really like your article, I will occur again to verify for new posts.

  56. Thanks because of this! I’ve been searching all above the web for that details.

  57. Wonderful page man, I actually like the look plus the feel of this valuable blogging site. You write truly well, you really need to be a aware guy. Will really come back

  58. Magnificent Information! I had been simply thinking that that there are such a lot of afoul facts and techniques on this thought you basically evolved our judgment. Reading through a very effective guide.

  59. Thanks because of this! I’ve been searching all more than the web for that data.

  60. The content on this article is really a single of the very best material that I’ve ever occur across. I love your publish, I’ll are available back to examine for new posts.

  61. Maintain up the excellent function mate. This weblog publish exhibits how properly you recognize and know this subject.

  62. Genuinely truly great weblog article which has received me considering. I by no means looked at this out of your stage of look at.

  63. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  64. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  65. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  66. Hehe, u cant be serious??

  67. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  68. yes

  69. cling on to

  70. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  71. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  72. High quality info here! Keep up the great work. I love the feelings being expressed.

  73. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  74. I cling on to

  75. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  76. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  77. High quality info here! Keep up the great work. I love the feelings being expressed.

  78. Love it. I equate this to the same thing as cookie based advertising.
    tr.

  79. I like your blog.

  80. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  81. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  82. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  83. I like your blog.

  84. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  85. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  86. Greetings. First of all – great blog! Secondly this information was also good and interesting to read, but I don’t think everything you have said is completely true. I will need to google about few things you have mentioned in your artcile to make sure. But anyway thanks for the great effort and good luck on writing other articles. P.S sorry for bad English, I aren’t English native speaker.

  87. Thanks for the great post.

  88. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  89. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  90. Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.

  91. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  92. Took me moment toward observe each and every one of the commentary, other than I in truth loved the piece of writing. It proved being in fact obliging to me and I am constructive to every one the commenters here! It’s in the main good when you be able to not just be informed, but in addition entertained! I am helpful you had pleasing writing this write-up.

  93. The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  94. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  95. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  96. Wonderful examples and tips

  97. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  98. you are really a good webmaster. The web site loading speed is amazing. It seems that you’re doing any unique trick. In addition, The contents are masterwork. you have done a excellent job on this topic!

    http://www.wpiqw.com/uchome/link.php?url=https://goo.gl/maps/KtW6AjTkcA18bwvK9

Leave a Reply to Bedford Chiropractic Clinic Cancel Reply

Email (will not be published)