TLC Makes a Splash to Promote its Summer Programming
Thursday, June 17, 2010
As part of its summer tune-in strategy, TLC targeted New Yorkers on May 25 with a live stunt that featured a glass box truck filled with 7,200 gallons of water parked on a busy block of Sixth Avenue.
The pool on wheels reinforced the network’s promotional commercials and featured a team of synchronized swimmers who drew in crowds and created fun figures in the water with equal facility. When the swimmers took breaks, a SCUBA diver went under water to hold up humorous signs and invite passersby and onlookers to take home promotional flip flops and, of course, remember to tune in.
“The New York City market is key for TLC viewership, so we wanted to do something that was attention-grabbing and word-of-mouth-worthy,” Rose Stark, director-marketing at TLC, told Buzz. “A live event brings our brand to life in ways we can’t do with mass media and exposes [consumers] to a close-up and personal experience with the brand for longer, more meaningful exchanges.” Agency: and LeadDog Marketing Group, New York City.
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