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Its a campaign so ambitious, it actually started before Peacock won the right to make the show.
By no means did I think this show was ours, says Shapiro.
There is an arms race for content.
We are a nascent streamer.
We were auditioning, for sure.
Part of that sales effort included highlighting how the companys scale would be leveraged toBel-Airs advantage.
They said, OK, we understand Peacock and NBC Universal, but do you understand the source material?
Show us how you would bring this to life, she recalls.
It was supposed to be a half-hour meeting.
It went for an hour-and-a-half.
This was a big swing for us, but we believed in it from the beginning, Strauss explains.
Normally such big news gets announced via press release or a well-timed leaked to one of the Hollywood trades.
We never physically shared the same space, but it was fantastic, she says.
Theres a democracy and an equalizing [in video chats].
You know when something goes over that youre clicking.
We want to entertain first and foremost, and we want this to be escapist, Shapiro explains.
That has been important to us, but really important to Morgan, to Will, and to Westbrook.
We dont want to lose the humor and the levity.
And theres a lot of levity and joy in this show.
But we also want to double-check that were playing our part in moving the conversation forward.
From a marketers perspective, there is no better moment to drop a new series, Shapiro says.
Its a confluence of big-content events that is just unprecedented, Shapiro says.
It is the biggest campaign weve ever done, she says.
Did It Work?
The streamer has also yet to release any internal data talking up its performance.
Right now were in the third phase of our marketing plan, she says.
The first part was just building buzz and anticipation.
I suspect this will never stop, Shapiro says of the promotional effort.
Therell be peaks and troughs to the marketing cadence.
It wont be cheap, but should be a very good fit for the streamer.
