ABC’s billboard campaign for ‘Grey’s Anatomy’ is part of the net’s revamped strategy for marketing its fall shows.
The Thursday relaunch of “Grey’s Anatomy” has taken on almost feature-size proportions.
It’s impossible to drive more than a few miles around major cities such as Los Angeles, Seattle and Philadelphia without seeing billboards demanding that viewers “Feel Thursday” or “Smile Thursday.”
ABC also partnered with Entertainment Weekly for half-hour show “Getting Into Grey’s Anatomy,” which has the magazine’s editors and scribes dishing on the show a la VH1’s “Best Week Ever.”
Net commissioned similar specials for “Lost” and “Desperate Housewives” and then proceeded to give them away for free to affiliates, iTunes users and sister cable nets (ABC Family, Lifetime, E!, Style).