TV Writers “Inspired” By Guerilla Media Placement

from The New York Times: During the summer, before the premiere of “Desperate Housewives,” the marketing executives for ABC Entertainment and their media planning agency, OMD, part of the Omnicom Group, came up with a list of unconventional promotions meant to help the series, a darkly comic nighttime soap, stand out amid the clutter of the new season. Among the ideas was emblazoning plastic dry-cleaning bags with ads for “Desperate Housewives.”
In early September, a company called Ambient Planet distributed about a million such bags in Los Angeles and New York. They bore photographs of four principal cast members of the series and the “Desperate Housewives” slogan, “Everybody has some dirty laundry.”
Fast-forward to last Sunday, when during the episode titled “Anything You Can Do,” the desperate housewife Lynnette Scavo (Felicity Huffman), trying to help her husband, Tom (Doug Savant), succeed, interrupted his presentation to business clients. Her suggestion to improve his campaign to sell the clients’ make-believe product, Spotless Scrub, to women: advertise on dry-cleaning bags.
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About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.