Date: September 12, 2011
Key to Success: Activating the armchair detectives
The Closer’s Brenda Leigh Johnson is a sassy, Southern woman with a sweet tooth who knows crime and has an eye for the truth. TNT decided to take her cue and get up close and personal with its audience in marketing this season of The Closer.
Tricia Melton, SVP of entertainment marketing at TBS, TNT and Turner Classic Movies, describes The Closer’s audience as “armchair detectives,” TV lovers who want to be a part of solving the puzzle.
“These are frequently women who are interested in solving the case and being part of this story along with the television show,” said Melton. “The marketing strategy has been to leverage Brenda and her strengths both as a powerful portrayal of a woman, but also understanding that these armchair detectives love the problem-solving aspects of the show.”
To appeal to this audience, The Closer partnered with TVGuide.com for a section called Crime Time, featuring previews to upcoming episodes of The Closer as well as crime show trivia and “killer recipes.”
TNT highlighted Brenda’s love of candy with a partnership with Dylan’s Candy Bar, where storefronts featured her with a dress made out of licorice and an entire room from the show made out of candy.
Seeing the market of fans who are also casual gamers, the show also had a deal in Farmville where fans could earn credits in the game by watching a :60 preview of the upcoming season.