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MediaBuyerPlanner: The CW network launches Wednesday against the backdrop of a $50 million marketing effort.
At a recent promotion in Los Angeles, marketing chief Rick Haskins helped operate a decal printing machine that placed CW slogans on free T-shirts for a crowd of several thousand, writes Reuters (via CBS News). But the main thrust of its marketing efforts will be focused online.
One such effort, called "Free to be Famous," allows CW viewers to build their own promotions of CW shows. The promotions can include photos of themselves and their friends, and they will be alerted by email if the spots air, which will be determined by online voting.
The CW will have a significant presence on MySpace this week, with a dedicated hub. It will also take over the ad space on every Yahoo page (except its home page) for the hour between 3-4 p.m. eastern.
The network has a strong chance of succeeding, from a content standpoint, says Stacey Lynn Koerner, president of the consumer experience practice at Interpublic Media, pointing out the fact that the network is taking the best of two networks and combined them into a single entity. But she says it is important for the CW's success that it looks and feels like "the next generation of television networks," she is quoted as saying. "That's got a lot to do with the fact they are inviting the viewer in to be a participant in the experience," she says.
The network is taking the same inclusive approach to advertisers, she adds.
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