CBS Teases Viewers With ‘Mentalist Awareness Test’

Sep 5, 2008  •  Post A Comment

CBS is playing games with the latest promotions for the new Simon Baker drama “The Mentalist.”
The network has teamed up with U.K. psychologist Richard Wiseman to create a series of one-minute brain teaser videos in which viewers are challenged to spot what’s really happening.
The promos—dubbed “The Mentalist Awareness Test”—tie in with the “Watch Closely” tagline CBS is using to hype the series.
CBS’ marketing department filmed three videos for the campaign. The videos, which have been slowly leaking on to the Internet over the past week, will make their TV debut tonight during the network’s fall preview special, scheduled to air at 9 p.m.

Ron Scalera, executive vice president and creative director for CBS’ marketing department, said the awareness test “is an opportunity to sell the show with a totally different approach that gets into something a little more visceral.”
“We get to the core of what the character in the show does by letting the viewer do what the character does,” Mr. Scalera said. “The idea is that viewers would be challenged in the same way our character is.”
In “The Mentalist,” Mr. Baker plays Patrick Jane, an independent detective who helps authorities solve crimes by using his “Colombo”-like powers of observation. The videos, introduced by Mr. Baker, ask viewers to be on the lookout for a certain action while something else is happening right before their eyes.
The awareness test campaign began when “The Mentalist” was still a pilot and Mr. Scalera saw an Internet video for a U.K. bicycle safety campaign. He and his staff tracked down the British agency behind the ads, which connected them with Professor Wiseman.
“The production values (on the videos) are stripped down, by design,” so that the videos don’t feel like a TV commercial, Mr. Scalera said.
The executive said CBS plans to show the 60-second awareness test on TV just a few times, mostly to drive traffic to Web sites featuring the campaign. “It’s most effective when you’re sitting right in front of a screen,” he said.
CBS’ three awareness-test videos revolve around a football game, security guards and a card game. “The Mentalist” premieres Sept. 23.

17 Comments

  1. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)

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

  3. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  4. 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

  5. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)

  6. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  7. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

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

  9. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  10. Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

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

  12. 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!

  13. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  14. I am not actually sure if top practices have emerged almost things similar to that, except I am positive that your big job is obviously identified. I was questioning if you offer several subscription near your RSS feeds because I would be extremely interested.

  15. Retain it up, great job! Just the data I had to have.

  16. worthless dribble and critic isms – who cares what you believe as most the sites and biz you rap on make billions in the real world industry place – do you?

  17. 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!

Your Comment

Email (will not be published)