Primetime Entertainment Marketing Program


October 5, 2017

Brenda Lee Lau didn’t start her career thinking of working in Hollywood promoting the hottest TV shows. She studied three years of chemistry at the University of Wisconsin Oshkosh before switching her major to Radio TV Film.

Since then, Brenda has worked with Hollywood’s top talent creating entertainment marketing campaigns to promote network television programs, including Scandal, Grey’s Anatomy, Desperate Housewives and The Oscars.

Brenda spoke to a room full marketers at the UW Oshkosh Alumni Welcome and Conference Center about Hollywood’s best kept secret – entertainment marketing.

Most ideas at ABC Entertainment Marketing start with a group brainstorm. The creative team splits up into small groups to come up with ideas. Depending on the project, there can be as many as 30 good ideas to narrow down to the one idea that will be executed.

Brenda shared her formula for a great promotion:

  • Organic
    • Promote the show as it exists
    • Viewers don’t like to be misled
  • Original
    • Derivative ideas are dismissed
    • Parodies work on a different level
  • Unexpected

Brenda also shared several examples throughout her presentation:

CMA Awards

Challenge: Selling the 50th anniversary and making it special

The CMA awards are known for featuring the talent and musical mashups.

The promotion for the event featured a series of videos featuring the talent singing musical mashups of songs from then and now to celebrate 50 years of the awards. Here’s an example:

TGIT (Thank God It’s Thursday)

Challenge: Branding the entire evening of shows

The promotion featured the leading ladies from Grey’s Anatomy, Scandal and How To Get Away With Murder together to promote the evening as a whole. Here’s an example:

Stay tuned for more exciting events from AMA N.E.W.

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