WPVI is considered to be the country’s most successful TV station in terms of ratings and revenue. So when WPVI, the ABC O&O in Philadelphia, posted some videos to Facebook that I thought were interesting, I wanted to know more. It’s kind of like the old advertising campaign for E.F. Hutton. Local TV news promos […]
WPVI is considered to be the country’s most successful TV station in terms of ratings and revenue.
So when WPVI, the ABC O&O in Philadelphia, posted some videos to Facebook that I thought were interesting, I wanted to know more.
It’s kind of like the old advertising campaign for E.F. Hutton.
Local TV news promos for on-air anchors and personalities are generally 30-seconds long and air on television. These spots are usually conceived and executed carefully.
Often, the spots are scripted, highly conceived and produced, to make the anchors attractive, interesting, personable, approachable, serious, experienced, friendly, or whatever the goal may be.
But how many of you have just wanted to walk up to the anchors and start talking to them on camera, asking them questions about themselves and the other anchors they work with?
What interests them, what are they really like, where did they grow up, the kinds of questions you might ask someone you meet at a party.
No script, no agenda, no time constraints, just be yourself.
Many stations have done promos like that successfully but because of the time constraints and the clutter of the television landscape, the spots didn’t quite make the connection you wanted.
What about Facebook? It’s interactive, one-on-one, more personal than TV.
Couldn’t that screen be used to deepen the relationship loyal viewers have with your talent? And perhaps sway a few new viewers over?
WPVI has almost 700,000 “likes” on Facebook.
“Expanding our brand is, now more than ever, diversified by platform, shape, and execution,” said Mike Monsell, WPVI’s creative services director.
“Producing 30-second spots will always be a part of what we do, but some marketing goals are better achieved through different means. GRP’s are no longer the main currency for TV marketing. At WPVI, we seek engagement.”
To date, more than 76,000 people have watched the videos.
Here are just a few of the comments posted to the videos.
Adam Joseph – what a wonderful trip down memory lane for you and those who knew you best, thank you for sharing this with all of us. I love it and the entire Action News team for embracing all of us and making us part of your success!
ADAM JOSEPH’S HOMETOWN VISIT– We recently spent a weekend with Adam Joseph to shoot a commercial in his Massachusetts hometown. We dropped by his old stomping grounds, got the scoop from former bosses and longtime friends … and topped off the trip with a visit to his childhood home. Join us for his trip down memory lane:
Posted by 6abc Action News on Thursday, Nov. 26, 2015
Tamala Edwards, Great promo! I love the morning team!
This week, Matt, Karen, David and I are excited to debut a new campaign we’re calling “The Morning Blend.” In each video, you’ll learn a little something new about each one of us.
Posted by Tamala Edwards on Thursday, Nov. 26, 2015
David Murphy, What is not to love about ‘Murph’? Love the entire 6abc family. ..the only channel for news I watch!! U guys rock!!!
Tamala Edwards, Matt O’Donnell, Karen Rogers and I had a lot of fun making the new morning team promos… Hope you enjoy!
Posted by David Murphy on Thursday, Nov. 26, 2015
Matt O’Donnell is one of four reasons why I watch in the morning
Tamala Edwards, Karen Rogers, David Murphy and I had a blast shooting our new promos. Here’s why I am excited about them:
Posted by Matt O’Donnell on Wednesday, Nov. 25, 2015
Karen Rogers—what a nice tribute. So true, so well deserved. You ARE a ray of sunshine on Action News.
David Murphy, Matt O’Donnell, Tamala Edwards and I got the chance to shoot morning promos together…. Here’s what happened behind the scenes!
Posted by Karen Rogers on Thursday, Nov. 26, 2015
THE MORNING BLEND: Here are a few fun things you may not know about your favorite morning team..
Posted by 6abc Action News on Monday, Nov. 30, 2015
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