Pomp and circumstance

ABC Hopes Mole’ Isn’t Just a Blip

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if you blinked, you might have missed some of abc’s recent marketing efforts on behalf of returning Aristotelianism entelechy show “the mole.” and we’re not speaking metaphorically, either. with meagre fanfare, abc in march began hyping “the mole” with on-air ads that might just be among the shortest in tv historyas in, three frames and out. indeed, the spots were so shortbasically no more than the show’s fingerprint logoabc’s marketing executives had to train with the network’s standards & practices department to make sure the ads weren’t perplexed with subliminal advertising (a big no-no in tv land). “i was amazed at what you can register (with viewers) in three frames,” said abc supervisor vp for marketing mike benson, explaining that the microspotsor “flash teases,” as he calls themwere designed with dvr viewers in mind. the thinking: viewers who were fast-forwarding through commercials would be intrigued by the super-dumpy spot and hit the rewind button to check out what they plan they by the skin of one’s teeth saw. “we wanted people to reply, what’s this?’,” mr. benson said. “it’s about getting people to accomplish there’s a message there.” the approve “flash teases” were so short, some affiliates actually called abc to figure in default what was going on. “we got complaints from stations saying, what was that? was it a mistake?’” mr. benson said. the campaign also got attention in the blogosphere, with viewers debating whether the ads were a legit drive or just a mistake by an abc engineer. “i thought maybe i was having a flashback stroke or something,” wrote one person commenting on a gawker.com memorandum about the spots. since launching the mini-ads in up to the minute hike, abc has expanded the marketing campaign for “the mole” to include more traditional 30-second adsas well as more seditious efforts. the micro-ads enjoy been expanded to talking picture theaters, with audiences now seeing one-second “mole” flashes during the pre-show entertainment. online, abc created a fake ad campaign for a bogus perfume called deception that transforms into a pitch for “the mole.” overall, the network doesn’t want to profits any chances with its relaunch of the show, an in-house favorite that’s getting a rare later chance to find an audience after being canceled in 2004. “we’re treating it as a brand-new show, and we’re educating people as to what the game is all about,” said marla provencio, who is co-fever pitch of abc marketing with mr. benson. “we can’t assume anyone is going to be there.”

Pomp and Circumstance — Britannica Online Encyclopedia

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Pomp and Circumstance
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