Over the New York City skyline is a piece of one of this year’s most well thought out cross-channel marketing efforts: a drive to the premiere of Conan on TBS.
Flying over the 5 boroughs is a bright orange blimp (that has nothing to do with Nickelodeon). If you see it in the sky, you can check into it using Foursquare, at which time you’ll receive a special Conan “blimpspotter” badge. The badge has no real value, but offers one-click bragging rights when you announce to your friends and followers on Facebook and Twitter that you got something they don’t. I got it on October 20,2010 at 3:34pm.
Not surprisingly, the Team Coco had the blimp heading over to Yankee Stadium (big audience with open sky access, free TV coverage, you know the drill).
This also benefitted Foursquare, which took advantage of the crowd by distributing a “Swarm” badge to everyone who had checked in once the total reached 50. They even used marketing speak in the email, by calling it a “flash mob” for all us early adopters.
Another piece of the Conan program is a live webcam (that started yesterday — October 20,2010) in the “stairwell of [their] comedy bunker.” You never knows what you’ll get on arrival, but it’s clearly improv in his planned, but random style. As I’m writing this, I’m being serenaded by a 3-piece mariachi band. If only there were margaritas.
They’re doing a wonderful job building buzz, and are demonstrating a much clearer understanding of how to use digital and social media. I’d also wager they are doing it for a fraction of what the Peacock Network spends marketing The Tonight Show.
Conan, Bravo… er… I mean TBS!!!
I look forward to seeing you again on November 8th.