Thanks to a technique CBS calls Visual Ice, shoppers will see the name of the series and its premiere date, which is Friday, on the door of a supermarket freezer. When the door is opened, the image of a moon and the lead character, Alex, become visible.
The frosty images are just the latest of a series of CBS promotions related to food shopping and eating. Among the list of CBS promo plans are Chinese-food containers decked out in "Survivor: China" logos and tune-in information and sugar packets flogging "Cane," the CBS drama centering on a Cuban-American family and its rum empire. CBS has also arranged for labels to tout the network's prime-time lineup on packaging and containers available at supermarket deli counters.
CBS hopes that by reaching people in environments where advertising may not be the first thing on their minds it will make their shows stand out. "We get people when they are least expecting messages about entertainment, but they are very receptive to them," said George Schweitzer, president, CBS Marketing Group, in a recent interview.
CBS's frozen-door gimmick illustrates the networks' constant demand to find ways to promote their fall premieres, many of which are launching this week. For decades, networks were largely content to run promos on their own airwaves. But with TV audiences eroding and more people consuming TV shows through digital means, networks have to cast further afield.
To put many of these promotions into play, CBS has partnered with a bevy of outside firms, including Interpublic Group of Cos.' Initiative, which serves as the network's media-buying agency.