'Pretty Little Liars' Puts Fans in Charge of New Marketing, Down to the Media Buys
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ABC Family is putting its marketing campaign for the next season of “Pretty Little Liars” in the hands of its biggest fans: The network is asking viewers to do everything from creating key art to choosing the magazines and websites in which the ads are placed for the 10-week marketing campaign.
It will make the ask during Tuesday night’s season-five finale, when fans will be invited to submit their art to PrettyLittleCampaign.com for a chance to be featured in ABC Family’s own summer marketing, which includes an ad in Seventeen Magazine. Nigel Cox-Hagan, ABC Family’s senior VP-marketing, creative and branding, explained some of the thinking in a statement:
We want our promos and ads to be where the fans are, so the best way to make that happen is to ask them.
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