May 4, 2009
ABC Viral Campaign No ‘Flash’ in the Pan
ABC’s carefully orchestrated campaign to build buzz around its new drama “Flash Forward” is moving to a new level this week.
Following last week’s 5-second teaser spots, the network will air a new ad during this week’s episode of “Lost,” according to people familiar with the network’s plans. Details are sketchy, but there’s expected to be a twist in which different viewers see different things.
That could mean ABC is planning to air different spots in different time zones. Or the network could get even more specific by tailoring ads to specific cities. NBC and Home Depot, for example, recently launched a campaign in which local stations inserted their own weather personalities into ads for the home improvement giant.
“Flash Forward” hasn’t officially been ordered to series, but given the resources ABC is devoting to marketing the show, the pickup is considered all but a given.
The network’s hype is having an impact. A Google search for “Flash Forward” news stories produces a bevy of hits, including this article from the U.K.’s Digital Spy that calls the series “the most promising proposition” of the new fall season.
Look for more "Flash Forward" spots in the season finales of shows such as "Dancing with the Stars" and "Grey's Anatomy."