Mooove Over Reality TV: Peel Gives PBS a Cow’s Eye View
If you thought using gorgeous busty babes and muscle head hunks to promote your reality show was the best and only idea, think again. When you’re talking about promoting a TV show like PBS’ upcoming Texas Ranch House, you might have better luck enlisting the help of those who know the range best, the cows.
Helping PBS realize their cow reality vision, they hooked up with Peel Interactive Media to find a way to get viewers excited about the show that brings a cast of adventurers back to 1867 to run a Texas Ranch House and see what these cowpokes can round up.
The Executive Producer over at Peel, Phil Gillman, explains their creative brainstorming to ADOTAS, saying, “The initial concept came from within the PBS creative and strategy teams. They had been brainstorming about possible viral campaign ideas to promote Texas Ranch House, and wondered ‘What about presenting it from the cow’s point of view?’ They contacted us and asked if it could be done, and I said ‘Sure, why not?’ and then proceeded to wonder what I had gotten us into.”
What they ended up getting into was creating an ad campaign and microsite—running 4/19 through 5/15—where visitors can literally see what the cows are seeing. As Gillman explains it, “We are seeking to promote PBS and Texas Ranch House with a website that presents the world from the point of view of Texas Longhorn Cattle, he says.”We are doing this with Blogs and ‘Cow Cams’ that show the view from the cow’s head. The whole concept was to create a set of content that would be educational, interesting and fun at the same time.”
In addition to the live streaming Cow Cams, the campaign, which hopes to reach a core demographic of 18-45, rural, urban and ex-urban/sub-urban, offers visitors two cow blogs straight from Silent H Ranch (From the Pasture and Member Cows), and an online contest where users can submit their favorite cow photos. As Gillman tells us, Peel used Flash, Flash Video, XML and Movable Type to get this campaign up and running.
To get the word…or should we say moo…out, Gillman explains, “We are running rich media ads. Likely sites are: screenhead.com, sploid.com, lifehacker.com, dailytexanonline.com, oudaily.com, dailyjolt.com, thebatt.com, ocolly.com,” he says. “Additionally we are looking for some [agricultural] sites to potentially run ads on as well. These are primarily to support the existing PR and viral components of the campaign. We are working with PBS to get out the PR.”
Visitors who need more than just a cow’s eye view can also visit the PBS site for the Texas Ranch House show where they can learn the ins and outs of the 17 and 1800′s, meet the adventurers, visit the Cooke Ranch, download a video podcast, and view further resources on all facets of the ranch life before the days of E!’s Filthy Rich Cattle Drive. Seriously, where do they come up with this stuff?
To watch the action packed world of bovines, tune in to the mootube.
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