Go On Network: NBC

Date: October 23, 2012

Viewers: 6.1

Key to Success: Strike early and often

What better venue to offer a sneak preview of a sitcom about a grieving sports radio host than the 2012 Olympic Games?

For Matthew Perry’s big return to TV as a popular on-air personality in need of therapy, NBC aired a sneak preview episode of “Go On” on August 8, following the net’s coverage of the Summer Olympics (more than 16 million viewers tuned in to the early look).

After the popular sneak preview, NBC made the pilot available online – anywhere and everywhere. Following the preview, “Go On” could be seen on NBC.com, VOD, Hulu, YouTube, mobile platforms and even on select American Airlines flights.

To push viewing on all of these outlets leading up to the September premiere, NBC took advantage of its Olympics connection, airing promos during its primetime coverage, including a spot featuring gymnast Shawn Johnson, and took advantage of its NBC/“Friends” connection with a “The Voice” tie-in spot (where coach Blake Shelton could not resist a little “I’ll Be There for You”).

Go On was the first show that we picked up,” said Sharon Allen, SVP of marketing strategy at NBC Entertainment. “It showed how proud we are of the show. We really leveraged it through the summer and continuously ran promotion until the premiere.”

Since the upfronts in May, Go On kept its momentum all the way up through its big fall premiere as the anchor of NBC’s new Tuesday comedy lineup.


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