Fox Goes Aggressively Viral To Promote New Show

By Jason Lee Miller - Fri, 02/16/2007 - 12:43

In what it calls "an unprecedented cross-divisional marketing initiative," Fox is about to flood every medium at its disposure to promote its new comedy "The Winner" starring Rob Corddry, formerly of "The Daily Show."

Seth MacFarlane and Ricky Blitt, the same guys responsible for "Family Guy," are at the helm of this show too, at they are looking to build up as much buzz as possible.

That buzz, providing the show's any good (well, it doesn't have to be good to have an Internet following – just look at "Firefly"), will be provided via streaming Internet sneak peaks at various Fox online properties, download on demand, iTunes, and even in-flight entertainment two weeks prior to the show's broadcast debut.

The first four episodes, "Single Dates," "What Happens in Albany, Stays in Albany," "Glen's New Friend," and "Hot for Teacher" can be viewed starting today at FamilyGuy.com, and other Fox sites.

"'The Winner' episodes are going to be everywhere and hopefully seen by so many people that at least six or seven of them may want to sleep with me," said Blitt. "Sure, it may take tens of millions of viewers to deliver those odds, but I'm upbeat by nature."

The new show is scheduled to debut on Sundays in March.

As more of these media giants swallow up popular online properties and work with mobile providers, expect to see more aggressive promotions like this one crossing over several media at once.

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