According to The Hollywood Reporter and Ad Age, “Gossip Girl,” despite lackluster ratings, is still the flagship program of The CW and a program worth pimping (and I use that word intentionally).
“We wanted to create a provocative campaign that stands out from the competition and reminds viewers of some of the ‘OMG’ moments that have made Gossip Girl one of the most buzzed-about new shows on television,” the CW said in a statement. “This sexy, sophisticated campaign speaks directly to our adult 18-34 viewers using expressions that are part of their lexicon.”
The show, which returns to the air April 21, has not had an original episode air since Jan. 9, due to the writers strike.
“Gossip Girl” brought in $28.2 million in ad dollars 2007, according to TNS Media Intelligence, attracting such marketers as Procter & Gamble, L’Oreal, Target and Johnson & Johnson.
“Gossip Girl” is also home to a wide-ranging product-placement deal with Verizon Wireless that has the wealthy Manhattan teens at the center of the program by routinely using the company’s products to talk to friends, send text messages, and even locate a seedy gambling den.
72andSunny in Los Angeles is the agency behind the work.
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