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Hi, some people asked how to comment. If you look above at the bookmark, you should see the Comment option. Sometimes the "add Sticky Note" option will also float around other comments and then you can use it.

We'll discuss this article in class, but let's share some thoughts here as well. When you post, you may post a new question or comment or you may reply to someone else. Whichever you do, your posts should be substantive ('cool! nice info' is not substantive). I'll get us started: what roles were played by agency employees in the development of a pitch like this?

This article has some really good ideas on how to grasp the audiences attention and to keep them tuning in week after week. However, Bonanza is going up against some of the top leading television shows across the nation, especially Dancing with the Stars. These shows may not be as audience interactive as the ideas from the producers of the show, Bananza, but they are high ranking and they bring in quite a large amount of voters each week. I don't know when their ideas were launched exactly, the article is dated for 2009, and I know that I view YouTube frequently and have never seen one of their advertisements that were listed in the article. I think that they have a really good campaign going, but I'm not sure that when and if they launched these ideas, they followed the path that they were hoping for it go go because I surely haven't seen any trailers for the show!

Chelsea, you are right. It didn't launch. I still wanted you to see the "pitch" because usually we only see campaigns and not the plan that was presented to get the business. Good ideas!

I agree with Chelsea that this article does have a lot of good ideas on how to catch the audience's attention. Especially with the target audience being a generation that did not grow up watching the original show, the audience needs to be given a reason to start watching this come-back show. I think some people might get annoyed with all of the ads that move across the screen like we talked about in class, but it definitely draws attention for the show, and might spark enough interest for the audience to remain seated after watching 90210 to see what the show is actually about. I know if I saw continuous ads for a new show that may be of interest to me that aired right after one of the shows I watched, I would be very likely to at least watch the first few minutes to see if I liked it.

The idea behind this show is very interesting. Unlike other audience engaging television shows this remake of Bonanza's direct story line would be effected by the audience. The storyline for each viewer would conform to their likes and interests. The majority of other audience influenced shows are more reality television and do not have a written script or story line. This show being the first of its kind has a first mover advantage into this new market. Having to compete with dancing with the stars and other shows like that would not be easy. This show was pitched accordingly and if I ran across it on T.V. then i would watch at least for a moment.

When reading this article I thought to myself that this idea of bringing back the show bonanza could be a huge it in the entertainment industry. The show might bring back its followers from when bonanza was first aired, but their main target of people I think they are trying to attract are men and women from the ages of 16-25. I say this for a few reasons; 1, they are putting this show on a predominantly teen channel, right after a predominantly teen show:90210. Also to spread the word about this new series they use all aspects of advertising that every young adults use (computer, magazine, cell phones, television). Plus bonanza is rearranging from just western violence that appeals to men, but more too a romantic love story, that draws in the women. I have no doubt in mind that this show will get noticed from all the ads they have put out, but the question is will it be a "good" kind of notice. Seeing ads everywhere will either get you excited for the series or just make the audience get annoyed. I think that the CW needs to make up a contest. For example during a commercial on the show 90210 it needs to state "First 10 people to long on to www.cwtelevision/bonanza.com and answers these questions correctly about the show that just aired will be awarded prizes" Do this the first week especially to get people to start watching, and who knows they might fall for the show, and not even worry about the prizes the following weeks.

Let my start my response with a question: Were there supposed to be discussion questions posted for response associated with this case study? The schedule says to read the case study then respond to questions, I didn't see any- did I miss something... I think the strategy of Rare Method group was the most striking part of the campaign. The article stated the strategy, reduced to a single word: access. In fact, the firm strategic foundation of the plan coupled with multiple outlets to allow fans unprecedented access produced an impressive campaign. This central focus helped the group develop a campaign that effectively accomplished the goals of the client and the goals of the firm. The CW wanted to retain real time viewing of the first episode which would drive engagement and provide value for advertisers. Drawing awareness and generating excitement through the construction of a firm fan base was of ultimate importance. The presentation of the campaign made it seem very oriented on the product mix, media outlets and message and based on thorough consumer research. All of the aspects of the client goals were directly linked to the strategy of the group: access. Make the premier accessible to the old fan base, new fan base and viewers in-between. I thought it was really cool that the group actually created a few tools of their own to engage potential viewers with the show in every way. Key demographics were reached through the vast channels the group utilized. Exclude no potential viewers though means of distribution rather include all participants and welcome them in any form. For example, they allowed people mediums to blog and chat about the show in real time, during the premier. The involvement of the cast and crew in viewer blogs was a great way to involve viewers and make them feel connected to the campaign. Podcast, face book and my space proved valuable social media access to reach all the desired demographics. Live interaction also allow

I agree with Matheson that the strategy Rare Method used was the core of the campaign. By engaging potential viewers through mobile devices, websites, magazines (cosmogirl.com) and t.v. they allowed their target group many opportunities to see the advertising for Bonanza. This achieves their strategy goal of reminding viewers to tune in to the premier. I thought that main website was a great choice for exposure. The website allowed viewers to engage in Bonanza by watching trailers, looking at cast bios and character profiles, and get involved in behind the scenes blogs. I also thought the casting was an important aspect of the campaign. Rare Method suggested using Heather Locklear, Chad Michael Murray, Jonah Hill and Ellen Page. Heather Locklear would appeal to the older age range of the target group most thirty year olds probably watched her on Melrose Place and would love to follow her on this show. Also, Chad Michael Murray is the handsome hunky guy that all the young girls will go crazy for, and probably watched him on One Tree Hill. Jonah Hill is the funny mans- man he would probably get a good following of men-who are watching the show with their family or girlfriend. And, Ellen Page appeals to a lot of young girls who have probably watched her movies. I think the broad range of actors makes the show appealing to their target market and I think this was a smart choice. I would probably watch the show just based on the actors because I have seen all of them act before and think they will create a dynamic show.

I thought this article was great because it explained every step that they took to promote this tv show. They had some really good ideas such as the iPhone application, I thought that was really smart to do considering their target market and todays society. It was also interesting to read how every method of advertising and the reasons why they used them, related so closely to their objectives. They seemed to have been very conscious to not steer of course and keep their target audience and objectives in mind the entire way. I think that if this was a real pitch it would have definitely landed, they did a great job.

Well let me start off by saying that as a child I was forced to watch Bonanza from both my mother and father and my grandfather, and as a child I genuinely hated the show. From my experience, Bonanza was boring and very long, and come in black and white and sometime was shown in a faded color. (Which my mother stronger disagree; saying that it was interesting back then, " It didn't matter if it came in black and white or in color, that's all we had, and besides the audience really just fell in love with the characters.") That surprised me because that exactly what their trying to do again, giving a new spin on the show, trying to connect with a newer generation on every social media an new technology possible and have them "fell in love with the characters." After reading about the relaunching that incorporated a digital campaign, I would actually be interested in watching the program again. Their strategy was very good, Access and Live interaction, are really what caught my attention. I never realize in how many outlet you could reach potential viewers, and have the viewer become a part of the program. Rare Method understood their challenge and most definitely took it to a higher level

I think one of the best ideas that Rare Method had in their advertisting pitch was to have a vote to include a scene with a guest star from another CW show. I personally have watched a televsion show for the mere fact that it was a "crossover" episode and would feature characters and storyline details from a show I regularly watch. By having a vote you potentially get fans of Smallville, Gossip Girl, and 90210 to tune in just for the chance to see their favorite star on Bonanza. Hopefully, for the network, after these viewers watch the pilot episode they will get hooked and continue to watch Bonanza on a weekly basis.

I loved all of the ideas for viewer interaction. Many people in the targeted age group have never heard of Bonanza or are unfamiliar with its content. Giving the viewer the ability to interact and make a direct impact on how the show is aired is an awesome idea. I have been drawn into viewing a show based on personal interaction. Last year I started watching Big Brother and I always viewed their website. It gave me the opportunity to decide what should happen on the next show, once I was even allowed to vote on what the losers should be able to eat. This kept me coming back week after week to vote and then view the show to see which things had won the main vote. However, when I was in England over the summer they also aired a British version of Big Brother. There was no chance to interact and the website was nothing but mere pictures and cast bios. I was disappointed at the lack of interaction and chose not to become a fan of it. The pitch by Rare Method was well thought out and had many ideas that would have helped Bonanza become a successful show.

This campaign for the launch of Bonanza was effective in several ways, but I believe that by targeting a large range of people, the show would be well watched and welcomed. The actors and actresses alone let the potential viewers see that people from different backgrounds and generations will enjoy the show based on the actors. The advertising and interactive features in the ads were engaging and made me want to know more simply because of the visuals that took over the screen. The website is engaging which makes people only want to dig deeper and deeper into the show. Blogging is something that attracts the target audience and by getting the actors involved in answering questions, makes the audience seem like the actors are excited about the show as well. If I see actors of television shows or movies who are genuinely excited about promoting their newest show or movie, I want to see that entertainment piece even more. Letting the viewers vote on guest stars is a great way to get the audience involved and make them want to watch the show and tune in to see if their number one vote made it. I would have watched the show based on the advertisements alone because they were interactive and effective in catching the attention of multiple audiences and potential viewers.