Wine serves as a key theme for the TBS sitcom Cougar Town, both in terms of storylines and promotional initiatives. Last month, for instance, the show partnered with Pinot's Palette, a chain that lets users paint while tasting wine.
Now Turner and the program are teaming with mobile app developer Drync -- a service that allows users to locate, buy, and have wine delivered - to promote the show's fifth season debuting Tuesday, January 7.
And there's a reason why Turner Broadcasting is aligning with a tech-savvy start-up. "Cougar Town over-indexes on smartphone and tablet usage," says Turner SVP Entertainment Marketing Tricia Melton. "They are very savvy with apps and they look for apps that add entertainment value and/or make their lives easier. Our promotion with Drync does both."
Turner's partnership with Drync is based around the notion that there is a wine shortage—a running joke in the show--and will distribute a total of 2,500 Drync gift certificates good for two bottles of wine. Each day between January 7 and January 14, Cougar Town's Facebook page reveals a special code that users apply to receive their free Drync wine credits.
Still, the network expects this campaign will extend beyond Cougar Town fans. "We'll make sure the loyal members of [Cougar Town] know about this promotion and can benefit from it, while also reaching out to potential new viewers who have a like-minded interest in wine and fun," says Melton. The campaign is supported via social media, online banner and print ads.
Turner Broadcasting is already pleased with its results, says Melton. Within 15 minutes of the promotion's launch on Tuesday, it gave away 350 bottles of wine.