CBS will utilize this Sunday’s AFC championship game between the Kansas City Chiefs and Cincinnati Bengals to unveil a new fan-centric marketing campaign tied around the theme “Get Into Somet…
“We’re trying to really break some norms and look at things differently,” said CBS president and chief marketing officer. “I think it’s a more innovative and modern way to consume a show or to promote a show.
“We have been working to make the CBS brand modern and relevant, and a lot of what we have to do is educate audiences on the shows that we have, and remind them how popular they are,” Benson says. “We need to help the audience understand that there are people who are obsessed and love these programs. We’re embracing this idea of fandom because word of mouth still drives television and fandom drives television.
This also somewhat replaces CBS’ tradition of touting its status as a No. 1 network, something Benson has pulled back on since taking over marketing at the network. “I don’t want to go out and tout that we’re number one, audiences don’t care about that anymore,” he said. “Of course, it’s important to say that there’s a show that’s really popular and a number one comedy, but as far as the network brand, people don’t really care if we’re number one.
“We’re taking some things that we might have done in the past that were really cool and reinventing those things,” Benson said. “And to me, that’s kind of a fun thing to do.”
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