Saturday, August 21, 2010

The Singing Bee on CMT

Agency: CMT
Client: In-House

Formerly on NBC, The Singing Bee ended its original run on CMT in mid-2009 and ranked as the network’s highest-rated series of the year. With an abundance of singing competition shows on various networks, CMT wanted to create a breakthrough marketing campaign that would drive adults 18-49 to watch the new season.

With a $40,000 budget, the network employed a combination of paid advertising and existing resources, such as on-air promos, website assets, and the CMT radio network. Driven by host Melissa Peterman, a faux PSA campaign pulled at consumers’ heart-strings in a tongue-in-cheek way, asking them to “Help Save The Lyrics Before It’s Too Late.” was launched. Then a “Help Save the Lyrics” promotional mailer was shipped to radio station DJs in more than 150 markets to encourage on-air chatter. The outside box was designed to catch the DJs’ attention with misheard lyrics such as “hit me with your pet shark” and “all my exes lift in dresses” printed in a yellow font on a black background to emphasize the “bee” theme. Once open, a light-censor device made the box come alive with the buzz of live bees. Materials included: a bee-shaped USB with:30 PSA TV and radio spots and links to CMT’s social networking sites, The Singing Bee calendar featuring series tune-in reminders, a “Help Save the Lyrics” letter from CMT, and branded pens and notebooks.

Print, outdoor and a Facebook page supported the campaign. In addition, during the Music City Bowl, CMT brought The Singing Bee to Nashville and played the game with 15,000 loyal Fans at the football game’s Battle of the Bands, handing out 10,000 branded premiums. During the Bowl’s Kentucky vs. Clemson game, the show’s Mobile Text-to-Win game was featured on the Jumbotron and 87% of those who played entered the correct answer.

Overall, ratings for the second season of The Singing Bee across 10 premieres were up 17% over the first season, and was the highest rated original series of the year, as well as a top 10 in the history of CMT.