Heroes’ campaign to “defuse” competition
“Save the Cheerleader. Save the World.”
“Are you on the List?”
Peter is the bomb.”
The reason behind ‘Heroes’ multiple catchphrases is two-prong.
First, to get viewers (like me) hooked up into the Heroes’ flick. There was the slogans. Then the 10,000 free shirts for grabs in the Christmas football game. Then the 11 episodes streaming online to get new and old viewers play catch-up over the holidays. The New Year marathons. We watched ‘em all. Over and over again. With gusto. The full-featured interactive website, fansite, graphic novels. We’re not just a fan club anymore. We’re becoming a Heroes’ cult. We talk about the show everywhere and every chance we get. So, ok, we’re hooked for good.
Second, and maybe what’s more important for the life of the show - all the promotionals mean…
With Heroes returning this week opposite new competition — Fox’s 24 — the right catchphrase was mandatory. Manze also needed to grab the young male audience that was suddenly freed up by the season-end of ESPN’s Monday Night Football.
“The goal was twofold: to keep the core Heroes audience intrigued over the long break, and to assure potential new viewers that the show is not intimidating, that it’s possible to get on board midway through the season and still enjoy the show.”
TV Guide offers more.
Expect yet a third promotional slogan to be served up before the season wraps: Heroes will air original episodes into early March, then take a five-week hiatus and return mid-April for its freshman year’s final six hours. Hints Manze, “Now we’re asking the questions, ‘Who are these people? Why were they chosen? What is their mission?’ The final phase of the season will be the mission itself.”
Now that was a statement meant to get us hooked for life.
Heroes. Premieres tonight. NBC. 9/8c. The much awaited ‘Godsend’ episode 1.12
Source: Hit “List”: Heroes’ New Campaign Aims to Defuse 24
Tags: Heroes, episode 1.12, ‘Godsend’ premiere, NBC, promotions
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