So, CBS, I don’t know if you’ve noticed or not, but the critics don’t seem too happy about your new fall shows. If we would have to qualify which pilots are gathering “buzz,” I could downright guarantee that none of your shows are on the list. And really, you’re at a disadvantage: Moonlight went under massive retooling, Cane simply lacks any noteworthy attributes, and then you’ve got The Big Bang Theory and Viva Laughlin. These two shows are much-maligned with critics: some have stated their outright dislike with the latter, and I’ll chime in on the prior saying it is basically my most hated pilot of the season.
And yet, it appears that CBS really wants me to like them, because they’ve hired viral internet marketers to spread the word about these two shows. Now, I’d like to point out a few things here, things that perhaps CBS might like to listen to. Because if you’re going to do viral marketing, you need to be either entirely upfront or cunningly subtle about it. And the people you’ve hired? Are neither.
Take for instance Bill’s comment about The Big Bang Theory:
I am hearing some great things about the Fall show called The Big Bang Theory on Mondays on CBS. The critics love it and think it is very,very funny. Everyone who has seen the pilot loves it. It comes from Two and Half Men’s Chuck Lorre. This could be the next hit show.
[Deleted Link to Show’s CBS Website]
or see clips here :
[Deleted Link to YouTube clips]
This is clearly viral marketing and nothing more: no one actually talks like this, as far as I am aware, and there isn’t even an attempt to make things sound natural. It would be one thing if he wasn’t trying to pass himself off as just another guy named Bill, as opposed to a studio hire. Also, he says that critics and “everyone” loves it, without stating his own opinion. Likely because he hasn’t even seen the show, and doesn’t know any better.
Here’s an example of what might have worked in terms of marketing this show:
I watched The Big Bang Theory just last night, actually; the pilot really impressed me. I’m a fan of Two and a Half Men, and it seems like this show would fit right in. I actually think that it might work better in the slot after Two and a Half Men instead of on Mondays at 8:30 like they have it scheduled. Personally, I think Chuck Lorre (Who produces Two and a Half Men) has a hit on his hands.
See, I just wrote that in thirty seconds, and it sounds as if I actually watched and enjoyed the pilot. In reality, I bloody well hated the thing: it was horribly written, horribly acted, and failed to introduce a single fresh element to the sitcom formula (World of Warcraft does not cultural relevance make). But what I wrote there actually makes it seem like I did, and encourages people to give its pilot a shot. This would be smart viral marketing.
Cultural Learnings 