There’s no doubt we’re in a new golden age of television. In recent years, there has been a plethora of groundbreaking shows, especially on cable networks, which have become pop culture milestones and standard topics of morning watercooler/Keurig machine discussions, and have blown up our traditional views of character roles and narratives (Walter White and Ned Stark, anyone?).
While series such as Breaking Bad, Game of Thrones, and Mad Men have upped the ante on what television drama can aspire to, we’ve also seen an explosion of equally innovative marketing and promotional campaigns for TV shows in recent years as well. In the past, new TV series were mostly hyped either on their networks a few months ahead of their premieres or by their stars on the talk show circuit. Nowadays, with the ubiquity of social media, mobile devices, apps, and environmental marketing, the old ways are nothing more than a starting point.
HBO helped launch interest in Game of Thrones by brilliantly leveraging iconic show elements in its marketing campaigns. Before the launch of Season 1, replicas of the highly uncomfortable-looking yet spellbinding Iron Throne were placed in major markets across the country; people were invited to sit on it and have their pictures taken. At Comic-Con in San Diego, attendees were given rides in Iron Throne pedicabs. In New York and L.A., Game of Thrones-themed food trucks roamed the streets serving fare from the five regions of Westeros, the fictional setting of the show. To ramp up interest in Season 3, HBO’s campaign featured the dragons of exiled queen-wannabe Daenarys Targaryen—or rather, the threat of them. Buildings, buses, and newspaper spreads all featured giant airborne shadows of Dany’s fire-breathing kids/pets, undoubtedly causing at least some people to sneak nervous glances at the skies.
Like HBO, AMC also recognized the power of giving viewers the experience of being in one of its shows. For The Walking Dead, the critically acclaimed and most-watched cable network show today, AMC created a Facebook game that helped viewers stay connected in between seasons. The game enabled people to form groups online to fight off “walker” attacks during the zombie apocalypse—just like Rick, Glenn, Daryl, Michonne, and company do on the show. And AMC’s “Dead Yourself” app enabled users to transform photos of themselves into ravenous, flesh-gobbling zombies. How fun is that?
Aside from adultery, betrayal, secret lives, sexism, and blackmail, what’s the first thing that comes to mind when you think of Mad Men? The fashions, of course. Don Draper’s cool, dapper look and the classic elegance of Betty Draper and Joan Harris perfectly captured the style of the early 60’s—and soon after the first season, the nation’s eye for the next big fashion trend. Which is why the show partnered with Banana Republic to develop a line of clothing inspired by the show.
Janie Bryant, Mad Men’s clothing designer, and the retail chain collaborated on men’s and women’s lines that not only have become wildly popular among today’s fashion conscious working professionals, but have tracked along with the show’s changing clothing styles over the years, evolving from the restrained sophistication of the early 60’s to the bold colors and flamboyant patterns of the late 60’s. While most of us don’t want to be like the scheming, ruthless characters on the show, we sure want to dress like them!
Today’s most compelling television dramas give viewers a deeper and more immersive view of character emotions and personas than ever before. Likewise, you’re seeing more of their marketing campaigns provide perspectives and experiences that tap into this in exciting, unexpected ways to attract viewers.