ABC Entertainment asked TRG to generate awareness for the network’s primetime lineup, connecting fans to their favorite ABC shows during the summer via an interactive experience that would drive all tune-in.
We responded with a 10-market mobile tour centered around a stage show, giving ABC fans live entertainment, network-themed games, trivia, prizes and a special preview of the fall line-up, putting them literally “on the red carpet” with some of their favorite programs and celebrities!
- An ABC-branded truck provided over-the-road visibility as it transported the tour between markets
- TV host Matt Gallant emceed the tour’s 4-hour show, which included a “Dancing With The Stars” Q&A and dance exhibitions from celebrity dancers Jonathan Roberts and Anna Trebunskaya, five “Ugly Betty” look-alikes working the crowd, screenings of upcoming ABC shows, on-stage games and trivia and more
- Attendees could also audition for “Supernanny,” “Extreme Home Makeover” and “Wife Swap,” get pictures taken with one of several “Desperate Housewives” standees on the red carpet, or win one of many prizes handed out at the ABC Prize Wheel and Money Booth
- Complimentary popcorn and cotton candy rounded out the fun
Results? ABC was thrilled by the response in each market; thousands of branded prizes were handed out, and over 2,700 people walked off with Polaroids of themselves with the “Desperate Housewives” characters!