NEW YORK and BOSTON, Feb. 18, 2014 /PRNewswire/ -- Cougar Town, airing Tuesdays at 10/9c on TBS, has embarked on a new innovative social rich media campaign, created and run by Moontoast on behalf of TBS, to deeply assimilate fan interaction into the sitcom. Moontoast, the leading provider of social rich media advertising technology and services, is directing a one-of-a-kind February 18 campaign to engage social fans with a National Drink Day voting unit to select "which wine pairs best while watching Cougar Town."
Moontoast's National Drink Day campaign follows on heels of its successful February 11 Facebook campaign, which led fans to name Courteney Cox's giant wine glass, the newly-christened "Big Chuck."
TBS is utilizing Moontoast's cross-platform media assets and unique social rich media technology to promote awareness and engagement with Cougar Town, and drive social fans to view unique content including informational wine pairing facts and videos. Kicking off Tuesday, February 18, at 10/9c, the new "Happy #NationalDrinkWineDay from Cougar Town!" and #SipHappens campaign encourages viewers to decide from six wine varietals – and their attributes – which wine most closely match the personality of Cougar Town.
Moontoast's #NationalDrinkWineDay campaign follows hot on the heels of its campaign to rename "Big Tippi," the show's famed giant wine glass, where fans flocked to Facebook to nominate, comment on, share and vote for their favorite wine glass name. The most popular name, "Big Chuck," was ultimately unveiled and integrated into the series in the February 11, 2014 episode. The campaign drove almost 5,000 votes and nearly 12,000 endorsements (likes, shares, and comments) on Facebook.
Integration is enhanced by on-air graphics running during Cougar Town's episodes which drive viewers to the comedy's Facebook page to participate in campaigns: https://www.facebook.com/CougarTown. Campaigns are executed using Moontoast's proprietary Image Voting Gallery ad unit, which drives clicks, enables social sharing, encourages commentary and allows users to learn more about the series with direct links to the Cougar Town website and YouTube Channel.
"This is the first time TBS has run such a tightly integrated campaign using social rich media, and Cougar Town – with its impassioned and socially active fan base – was the perfect place to start. Moontoast has been a great partner in this campaign because of their expertise in social rich media, having created and pioneered the category. We are very pleased with the results," said Lincoln Lopez, VP Social Media Strategy and Innovation, TBS/TNT/TCM.
"These campaigns reveal how indispensible social rich media has become in turning social networks – like Facebook – into a companion service for TV viewers. Fans can get directly involved with their favorite TV series, which drives loyalty, deepens engagement and extends marketing opportunities for Turner Broadcasting – it's a win, win, win," added Marcus Whitney, co-founder of Moontoast.
Moontoast is the leader in social rich media advertising. Brands, advertisers and agencies chose Moontoast's Social Rich Media Ad platform to create and distribute mobile-responsive rich media ads across all major social channels including Facebook, Twitter and LinkedIn. These interactive ad units provide branded video, audio, and data capture across multiple devices and OS types, delivering actionable analytics. Facebook selected Moontoast as a winner of the PMD Innovation Challenge. Global brands including Toyota, P&G, Nike, Lexus, Samsung, Microsoft, Hyundai, AMD and Nissan use Moontoast for their social rich media advertising.
Moontoast is a venture-backed company that is headquartered in Boston, with offices in New York City, San Francisco and Nashville. For more information, visit: http://www.moontoast.com/.
TBS (tbs.com) is basic cable's reigning champion among young adults in primetime. Available in 100 million households, TBS features original scripted comedies like Cougar Town, Sullivan & Son and Men at Work, as well as the upcoming Ground Floor and American Dad!, which will become a TBS original series in late 2014. TBS also features original unscripted series like King of the Nerds, Deal With It and Trust Me, I'm a Game Show Host, as well as the upcoming CeeLo's Goodie Life (working title). In late night, TBS is home to the Emmy®-winning series CONAN, starring Conan O'Brien, and the new late-night series The Pete Holmes Show. The TBS lineup also includes popular contemporary comedies, such as The Big Bang Theory and Family Guy, along with blockbuster movies and championship sports.
TBS is part of Turner Broadcasting System, Inc., a Time Warner company. Turner Broadcasting creates and programs branded news; entertainment; animation and young adult; and sports media environments on television and other platforms for consumers around the world.
About TBS's Cougar Town
It's time for another round of wine-soaked fun as TBS's hit comedy series Cougar Town returns for its fifth season. Courteney Cox, Christa Miller, Busy Philipps, Dan Byrd, Ian Gomez, Josh Hopkins and Brian Van Holt star in the hit comedy, which centers on the Cul de Sac Crew, a tight-knit group of friends who keep things funny while supporting each other through the challenges and pitfalls of life with a little dysfunction and a whole lot of wine. The series made the successful transition to cable when it joined the TBS lineup in January 2013 for the show's fourth season. Created by executive producer Bill Lawrence (Scrubs, TBS's Ground Floor) and consulting producer Kevin Biegel (Scrubs), Cougar Town is produced by ABC Studios, with Lawrence, Cox, David Arquette and showrunner Blake McCormick serving as executive producers. The new season launched Tuesday, Jan. 7, at 10 pm. (ET/PT), exclusively on TBS.
Senior Director of Marketing
Consort Partners for Moontoast
Director of TBS Publicity