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CBS Dials Into 1-800-FREE411 to Promote Fall Lineup

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Sep 18, 2006 

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Sarah Novotny  |

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CBS Dials Into 1-800-FREE411 to Promote Fall Lineup

CBS will be promoting its fall TV lineup through 1-800-FREE411, a free directory assistance network operated by Jingle Networks, as part of CBS’s “Outnernet” strategy. The strategy is a marketing campaign that strives to utilize a variety of new media and non-traditional marketing techniques to attract viewers to the TV network’s fall programming.

The campaign launched on September 17th with ads for “The Amazing Race” and “The Class” and will continue with a series of promotions throughout each day based on that evening’s scheduled programming. When callers dial into 1-800-FREE411, they will hear short audio messages from CBS stars directing them to watch fall premiers like “Survivor,” “Smith,” “Jericho,” and “Ghost Whisperer,” as they wait for their requested phone number.

“CBS’s large-scale promotion with 1-800-FREE411 shows that large brand advertisers are realizing the virtually unlimited opportunities to reach millions of people in a targeted and highly measurable way through our network,” said George Garrick, president and CEO of Jingle Networks. “By working with Jingle, CBS is going beyond the traditional, media channels and using innovative techniques to reach consumers. The advertising industry is changing very quickly, and new methods and media are emerging that produce better results than the traditional channels marketers have been relying on for decades.”

The ads will integrate Jingle’s time-based targeting and give callers the option to receive a SMS-based text message on their mobile to remind them about the TV show. The ads can be previewed at www.free411.com/CBSads.

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