CW does it's first ever Emmy "campaign"
Jun. 3rd, 2010 07:48 pm![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
agt_spookyThanks to ![[livejournal.com profile]](https://www.dreamwidth.org/img/external/lj-userinfo.gif){kind=small}
daniel_shadow for the heads-up on this...
From DeadlineHollywood.com:
OMFG, the CW is doing its first ever Emmy campaign.
Well actually it's not a full-blown Emmy campaign but a splashy insert in the upcoming Emmy magazine that will raise eyebrows Because it borrows from CW's racy 2008 “OMFG” marketing campaign for Gossip Girl for its campaign slogan: “OMFG FYC.” The brochure, a brainchild of Warner Bros. TV Group’s chief marketing officer Lisa Gregorian, also includes a DVD with promo trailers for Vampire Diaries, Gossip Girl, Smallville and Supernatural cut specifically for the Emmy stint.
CW, as well as predecessor the WB, have never been Emmy darlings, with all of their shows, including critically praised Buffy the Vampire Slayer, Gilmore Girls and Everwood, consistently shut out. “Historically, shows that are targeted to that (younger) demographic are often times overlooked,” Gregorian said. “What we are trying to say to Emmy voters is: don’t not consider these unique and innovative shows because the audience they are produced for is younger. We think it’s great quality TV, and good TV deserves to be recognized.”
In their maiden Emmy promotion for the CW, the marketing team was looking to be provocative. Playing off the network's image of a place where all characters are young and pretty, they considered another Emmy campaign slogan: “Beautiful people deserve Emmys too,” before settling on OMFG.
Well, CW will certainly get the attention of Emmy voters who open Emmy magazine. And if they don’t quite appreciate the ad and the promos, their teen kids or grandkids probably will.
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While I'm glad that the CW finally is trying to actively promote their shows and actors for Emmy consideration, I'm really not too keen on this OMFG campaign. With the four shows CW chose to include in this, they pick the juvenile Gossip Girl, the lowest rated of all four of the shows to base the Emmy campaign on?? What are they thinking??
This isn't the kind of attention I want SPN to get surrounding the Emmy's. I would've much rather they chose to have gone with the "Beautiful People" idea instead. Because there's no denying Jensen and Jared are beautiful people. :-)
They should've hired the ad campaign people that Living did over in the UK for SPN. Now those people know what they're doing!
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OMFG is right...
Date: 2010-06-04 12:52 am (UTC)Re: OMFG is right...
Date: 2010-06-04 02:51 pm (UTC)(no subject)
Date: 2010-06-04 01:02 am (UTC)But what can you expect from a network that uses clips of sex scenes from five seasons back to promote their summer TV?
(no subject)
Date: 2010-06-04 02:51 pm (UTC)Oh yeah, I remember those now. And I hate them now as much as I did when they were running them.
But what can you expect from a network that uses clips of sex scenes from five seasons back to promote their summer TV?
This commercial is horrendous. I'm ashamed to have SPN on that network when all they want to promote is promiscuous sex. Wow, what a great foundation for a network! And Ostroff wonders why no one takes the CW seriously. Just do us a favor and don't even include SPN in these commercials - especially when they have to go all the way back to Dean and Cassie having sex!
(no subject)
Date: 2010-06-04 01:11 am (UTC)(no subject)
Date: 2010-06-04 02:50 pm (UTC)(no subject)
Date: 2010-06-04 02:58 am (UTC)(no subject)
Date: 2010-06-04 02:50 pm (UTC)(no subject)
Date: 2010-06-04 05:17 am (UTC)(no subject)
Date: 2010-06-04 02:48 pm (UTC)I, too, would love to see the trailers. But if it's anything like their current summer promo, it's nothing but sex. They even put in a five year old clip of Dean and Cassie having sex! So I don't hold out much hope that the Emmy trailers are of a higher quality. :-/
(no subject)
Date: 2010-06-04 06:24 am (UTC)(no subject)
Date: 2010-06-04 02:46 pm (UTC)(no subject)
Date: 2010-06-04 03:55 pm (UTC)But then - CW is still promoting Show with images from *season one*, so what the fuck do they know.
*flails a little*
Our boys deserve better.
(no subject)
Date: 2010-06-04 04:48 pm (UTC)I couldn't have said it better myself. I'm so tired of ALL of CW's promos being nothing but sex, sex and more sex. Wow, what a great concept to base a network on, Ostroff! And she wonders why no one takes the CW seriously. I wish our boys didn't have to be thrown in the mix with all that crap.
And yes, they had to go all the way back five years and get Dean and Cassie having sex?? [sigh]
(no subject)
Date: 2010-06-04 04:56 pm (UTC)Yeah, 'we're that network that has people having sex for no fucking reason at all' really isn't the most awesome of slogans.
*sigh*
(no subject)
Date: 2010-06-04 08:10 pm (UTC)ROTFL! I want to see that on a billboard. ;-)
(no subject)
Date: 2010-06-05 02:11 am (UTC)-Hate to break it to this guy, but the only thing this statement and the poor promo work have in common is the OMFG text part of it. And that's by choice. His last sentence is also TERRIBLY, PAINFULLY ironic.
These aren't shows that HAVE to be solely targeted at a younger audience. Even GG, though based on a young adult novel series, could have much older (re: drinking age and up) audiences if the network didn't look like it was run by 15 year olds. Poorly edited and cheesy TV spots, bad photoshop for printed works, spending all the promo money on only the newest shows... These shows don't get Emmy nods not because they're targeted at younger crowds, but because people look at the network and shake their heads. Shows like SPN, TVD, and even SV could do so much good for the network if the network would bother treating them like legit shows and not end-of-week filler after omfgsoawsummmmmm "hits" like GG and ANTM.
Pardon the rant, I'll go back to lurking. =)
(no subject)
Date: 2010-06-07 03:25 pm (UTC)Oh my goodness, don't apologize! I couldn't agree with you more! The CW chose to make shows like Gossip Girl the way they are. Like you said, they could have made them much more mature and had the advertising to back it up.
But instead they thought "sex sells!" and turned the entire network into something only fit for people with below 100 IQ. And unfortunately for us, SPN got caught up in it, so of course no one takes Jensen or Jared's name seriously when it does come up for an Emmy nomination. :-(
(no subject)
Date: 2010-06-11 01:30 am (UTC)MY explanation is that they went with OMFG cuz it was the only slogan on the table they could read and understand.
(but thank god some underling is actually looking at the numbers instead of the softstupid porn the execs wallow in, because SHow keeps getting more seasons! )
(no subject)
Date: 2010-06-11 05:06 pm (UTC)ROTFL! Oh, that was brilliant! I couldn't have described it better myself. :-) I mean WHY would you want to base your entire network around a concept like that when it's obviously not working! Do they not look at their own ratings and see that their top shows - VD, SPN and SV - don't fit into that mold? Instead of advertising THOSE instead we get 90210, Gossip Girl and Melrose Place. And CW wonders why it's constantly ignored as a network? [shakes head]
MY explanation is that they went with OMFG cuz it was the only slogan on the table they could read and understand.
[snort] Yes, small words only, please. ;-)
(but thank god some underling is actually looking at the numbers instead of the softstupid porn the execs wallow in, because SHow keeps getting more seasons!
Yes, thankfully, despite CW constantly ignoring us, we keep on succeeding year after year!