TBS launches social TV campaign for Cougar Town

Michelle Clancy | 19-02-2014

Cougar Town, airing Tuesdays at 10/9c on TBS, has embarked on a social rich media campaign, created and run by Moontoast on behalf of TBS, to more deeply assimilate fan interaction into the sitcom.

The campaign kicked off 11 February with a Facebook campaign that led fans to name Courteney Cox's giant wine glass, the newly-christened Big Chuck. A second campaign ran 18 February for national wind-drinking day, offering informational wine-pairing facts and videos. The #SipHappens campaign encouraged viewers to decide from six wine varietals – and their attributes – which wine most closely matches the personality of Cougar Town.

TBS is using Moontoast's cross-platform media assets to promote awareness and engagement with Cougar Town, and drive social fans to view unique content. Integration is enhanced by on-air graphics running during Cougar Town's episodes which drive viewers to the comedy's Facebook page to participate in campaigns, which are executed using Moontoast's proprietary Image Voting Gallery ad unit, which drives clicks, enables social sharing, encourages commentary and allows users to learn more about the series with direct links to the Cougar Town website and YouTube Channel.

"This is the first time TBS has run such a tightly integrated campaign using social rich media, and Cougar Town – with its impassioned and socially active fan base – was the perfect place to start," said Lincoln Lopez, vice president of social media strategy and innovation for TBS/TNT/TCM. "Moontoast has been a great partner in this campaign because of their expertise in social rich media, having created and pioneered the category. We are very pleased with the results."