Oxygen Promo Effort Big on 'Campus Ladies’
New York — Oxygen has kicked off 2006 with its biggest branded tune-in campaign to date.
The $8 million dollar ad campaign, which launched on Jan. 1 and will continue throughout the month, includes TV, radio, print, online, transit, out of home, and guerilla advertising, boosting original scripted series Campus Ladies.
Created by advertising agency Toy NY, the nationwide campaign supports the series, which bowed Jan. 8.
Campus Ladies centers on the exploits of two middle-aged housewives who punt on suburbia in favor of the wild life of college freshmen.
Along those lines, TV creative includes spots in which middle-age cheerleaders tout the show, while a print ad spoofs The Graduate.
Elsewhere, outdoor vehicles in New York and Los Angeles feature a huge 3D bra that appears to belong to a buxom middle-aged woman, slung over the billboard.
Weather Disaster Show Gets Multimedia Backing
Atlanta — The Weather Channel has mounted a multimedia marketing campaign to promote new series, It Could Happen Tomorrow, which raises questions about national preparedness for weather-related disasters.
Premiering Jan. 15 at 9:30 p.m. (ET/PT), the series is backed on a variety of The Weather Channel Cos. properties, and benefits from exposure in the form of print ads and outdoor signage. The network has also taken positions on podcasts on MP3 players, clips on Sprint mobile phones, and previews on a host of popular Web sites and portals.
On the cable side, The Weather Channel created a cross-channel tune-in promotion called “The Sunday Storm” for cable affiliates in the top 40 DMAs. Among those participating are: Comcast East Division, Comcast Spotlight of San Francisco, Adelphia of Los Angeles and the Interconnect of Twin Cities.