Today, we’re going to learn how Jason Doyle, WDTN’s creative services director, created a couple morning news promos to air during the Rio Olympics. WDTN is Media General’s NBC affiliate in Dayton, Ohio. This is another example of a local TV marketing director sharing how the concept and execution came together. A couple weeks ago, […]
Today, we’re going to learn how Jason Doyle, WDTN’s creative services director, created a couple morning news promos to air during the Rio Olympics.
WDTN is Media General’s NBC affiliate in Dayton, Ohio.
This is another example of a local TV marketing director sharing how the concept and execution came together.
A couple weeks ago, in a Market Share story about WEAU, the Gray-owned NBC affiliate in Eau Claire, Wis., I wrote how Andrew Felix, WEAU’s director of marketing and creative services sent me some promos along with his explanation for how it happened.
These are the kinds of stories I envisioned sharing when I first started writing Market Share. I’m always interested in the creative process, and like to write about how it begins through to its fruition.
Both of these stories are about the two respective CSDs using Facebook to harvest testimonials from fans.
Regular readers of this column know how much I tout the merits of using viewer/user testimonials in your station’s marketing. Facebook has made local news a participatory exchange between the newsroom and the viewers and users.
Doyle said these promos were launched last Friday during the opening ceremony of the Rio Games to showcase his station’s morning news team to Dayton viewers.
Take it from here, Mr. Doyle:
“I went on our Facebook page and looked for viewers who were always commenting on our page and watching when we would do Facebook Live. We contacted a few of these fans and asked if they would want to be in a promo to tell us why they like watching 2 NEWS Today in the morning.
As you might imagine, there were definitely those who love watching us, but didn’t want to be on camera. They would be just too nervous for that. But we had two ladies who said YES! (Actually had one gentleman ready to go but he had to back out the night before our shoot)
The concept of the spot was pretty simple. I asked about 8-10 questions on why they enjoy watching 2 NEWS Today. Their answers aren’t scripted. However they answered was the copy we used.
Now, here’s the twist. Unbeknownst to them, our morning team was actually at the off-site location where we shot the promos, hiding out just off of the studio. Near the end of the interview, our morning team came out and surprised our fans on camera. Their reactions make these promos!
I couldn’t be happier with how these spots turned out. You can truly see their surprise and getting
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