[07/17/06 - 12:00 AM]
The CBS Marketing Group Implements Outernet Strategy for the 2006/2007 Television Season

[via press release from CBS]


CBS has implemented an innovative marketing campaign this season to attract viewers to its fall programming via the 'Outernet' -- finding intrusive ways to reach viewers through exclusive partnerships that expose CBS to consumers outside their homes, during their daily routine or while traveling. By utilizing the 'Outernet,' CBS is finding new platforms for programming and promotion as well as unique ways for advertisers to engage with CBS content.

CBS 2006/2007 OUTERNET marketing initiatives include:

� CBS ON "EYE ON AMERICAN" PROGRAMMING: CBS has expanded its programming and promotional agreement with American Airlines, the world's largest airline, to now include ad sales and product integration. This renewed long-term partnership between CBS and American Airlines, allows the Network to continue providing exclusive in-flight entertainment to over 30,000 flights per month, reaching a captive audience of more than four million passengers, while incorporating an innovative sales component exclusive to CBS advertisers that will enable sponsors to reach consumers both on the air and in the air.

� PILOTS ON PILOTS: Former "Survivor" and American Airlines Airline pilot Terry Deitz introduces the CBS pilots, THE CLASS and SHARK to passengers on American Airlines flights this September through CBS' "Eye On American" original programming. The two CBS television pilots will premiere "in the air" before they are officially broadcast "on the air."

� CBS PROMOBILE TOUR: The Aldrich family from Peoria, Illinois is currently traveling cross-country this summer in an AMAZING RACE themed motor home sponsored by CBS. The RV is wrapped in Amazing Race signage and the family has been armed with promotional material about the show's new time period which they will hand out to crowds at major events. The family devised the innovative concept to sell advertising space on their motor home to sponsor their vacation by posting information about their summer vacation plans on Ebay.

� CBS ON CRUISE SHIPS: "CBS Eye on Royal Caribbean" original programming and promotional clips available on all Royal Caribbean cruise ships.

� CBS IN SUPERMARKETS: CBS has partnered with SignStorey Inc. to produce original branded CBS content and fall previews beginning in June 2006 in over 1200 supermarkets nationwide.

� CBS ON POSTAGE STAMPS: CBS to distribute first-class postage stamps featuring the Network's primetime stars and new shows. Stars featured include: Ray Liotta, starring in SMITH; James Woods, starring in SHARK; Charlie Sheen, starring TWO AND A HALF MEN; and Julia Louis Dreyfus, starring in THE NEW ADVENTURES OF OLD CHRISTINE.

� CBS ON AUTONET: Original CBS branded programming and promotions to appear on Autonet, which provides programming content to auto service centers nationwide.

� CBS ON WATERCOOLERS: CBS was the first television network to promote its comedy series in drug stores by advertising on Aquacell watercoolers this fall. New series SHARK will be showcased in Duane Reade and Rite Aid stores in New York and Los Angeles.

  [july 2006]  


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