Despite New York Magazine declaring teen drama Gossip Girl the “Best. Show. Ever.,” ratings have fallen short of expectations (though, to Gossip Girl’s credit, the show is continually the number one download on iTunes). To combat this crisis the CW launched an aggressive campaign promoting the return of Gossip Girl following the end of the writer’s strike; the “OMFG campaign.” A controversial campaign, the CW has printed promotional posters that imply elicit behavior and language and creating equally racy promotional clips for television and Youtube to entice people to tune in.
For example, I walk past this ad in Times Square, located on the corner of 7th avenue and 42nd street, while on my way to work:
While the mediums used are not that innovative or new, it is the content that makes these promotional posters and Youtube videos stand out from the norm; especially considering Gossip Girl’s Monday at 8 time slot is usually reserved for "less-provacative" material. While not really a guerrilla promotion in essence, this would have been a great opportunity for the CW to have one. By simply handing flyers, or t-shirts, or some other creative promotional product along side the posters would have given the show more of a personal connection with its possible viewers. Even though the ads really do grab your attention, the CW lost a big chance to get exposure.