Marketing

CBS, CBS Sports Net Run Cross-Promos for 'Hawaii Five-O,' College Football Opener

Cable Net Also Mounts Campaigns for 'Lead Off,' 'Monday NFL QB' 8/25/2013 5:50 PM Eastern

 

With gridiron action drawing nigh, CBS Sports Network is ratcheting up its promo game to trumpet its college-season opener, CBS drama Hawaii Five-O, late-night show, Lead Off, and the second season of pro football review series, Monday NFL QB.

“Our marketing goal is to create network awareness and drive tune-in,” said Kelly Dunne, senior vice president of CBS Sports marketing Kelly Dunne.  “That goal becomes easier each year as we continue to add compelling live programming and showcase soCBS Sports Network Lead Offme of the nation’s best teams.”

In a first for CBS, the corporation is specifically touting an entertainment series and sporting event, running a spot flagging both the move of action drama skein Hawaii Five-O to the broadcast network’s Friday night lineup this fall, as well as CBS College Sports Network’s pigskin premiere, matching the University of Hawaii versus No. 24 USC on Aug. 29 at 11 p.m. (ET).

Produced in-house by Brian Konieczko, the "H50" spot opens with the familiar theme music and an image of bikinied-beauties wading on surfboards. Copy then appears,  “The Aloha State…Where Warriors Protect Their Home Turf,” interspersed with Rainbow Warriors football action, and a member of the elite police squad tackling a criminal. From there, the line “And Winning Means Everything” is followed by series star Scott Caan and the Hawaii quarterback coming into frame,” before culminating with the scheduling announcements. Check out the H50 promo here.

The H50 spots began running on the cable network last week, including its presentation of AFL Arena Bowl and on CBS’s coverage of the Western & Southern Open and Wyndham Championship golf on the weekend of Aug. 17-18. This weekend, H50 aired on CBS’s telecasts of the Winston Salem tennis championship, NFL preseason games between Seattle and Green Bay and St. Louis and Denver, Arthur Ashe Kids from the Billie Jean King National Tennis Center and Barclays golf.  In the days ahead, the spot will run during CBS’s primetime lineup.

“It was a fun and interesting way to promote two priority initiatives for CBS and CBS Sports Network and show the synergy across the corporation,” said Dunne. “We have used both networks and their social outlets to distribute the promo to a mass audience, including both entertainment and sports fans.”

CBS Sports Network and CBS are also running a trio of spots , from Los Angeles shop Stun Creative touting Lead Off, the late-night show starring Doug Gottlieb and Allie LaForce. The promos emphasize their personalities and on-air chemistry.

In “About the Show,” the hosts engage in a battle of verbal one-upmanship with sports clichés, with LaForce getting in the winning words. Gottlieb fares better in “Fantasy,” where he dispenses some fantasy football league misdirection to LaForce.  The final spot, "Advice," features LaForce providing a little playbook acumen to a pro football coach of some renown, while Gottlieb tries to get her off the line as their show duties call.

The Lead Off promos are slated to air on the cable network and CBS this week, and will ramp up during NFL and Southeastern Conference football seasons, as a mean of leverage those audiences to bring more sampling and viewers to weeknight show that airs at midnight (ET).

NFL Monday QBLead Off is not your typical sports show – it’s a personality-driven show where sports and pop culture come together,” said Dunne. “This campaign focuses on the two strong but fun personalities in the show. It is intended to introduce Allie LaForce to sports fans who haven’t yet seen her on the sidelines of the NCAA basketball tournament or on CBS Sports Network.”

The campaign for the sophomore campaign of NFL Monday QB, which premieres on Sept. 9 at 5 p.m., was still in production at presstime. The first spot will center on CBS analysts and the series' signal-callers Phil Simms, Rich Gannon and Steve Beuerlein attempting to get host Adam Schein ready for the show’s debut by teaching him how to throw a pass.

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