In March 2009, Jimmy Fallon will join the ranks of Johny Carson, David Letterman, Jay Leno and Conan O’Brien as a late-night talk show host with his new show Late Night with Jimmy Fallon. I have to admit, I’ve had a tiny crush on Jimmy Fallon since his SNL days, especially because of his stint on Weekend Update. But, I’m not here to talk about that. I’m here to talk about his pretty genius campaign to build hype for his new show. I think it’s genius because he’s really utilizing all the new media and “web 2.0” that he has at his disposal. He’s set up a blog where he “vlogs” or posts video entries where he shows you the behind the scenes of getting the show together. In his first entry, he shows you “Studio 6” where he’ll be filming his show – a studio once used by Milton Berle and Johnny Carson. He lets you know that you can submit questions on his site and he will answer them. At the end of the first entry he introduces us to his house band – none other than Phillytown’s THE ROOTS! Crazy. The hype machine is working – I already want to tune it.
For his next episode we see Jimmy reading comments to his blog post (he actually reads them!) and we get to see the model for his new set. In my industry it’s been customary to see “behind the scene’s blogs” – hell, I’m guilty of it myself. I’ve blogged about being at the screen printer, fulfilling orders and attending tradeshows. But, this is the first time I’m seeing this kind of “behind the scenes” action for a television show – and I have to say, it’s interesting. Most people have never been exposed to the inner workings of a television show, so to share that is a pretty big deal. His second post ends with Jimmy linking and plugging all the social medial sites that he’s on – and I mean all. I don’t think I saw any social media site missing from that page. You can myspace, facebook, tweet, flicker, etc., to your heart’s content. He even has a Yelp page – I had no idea you could “Yelp” someone, but apparently you can.
Jimmy Fallon (or he and his marketing team) are definitely taking the interactive experience to a whole new level. I think this is the start of something that we’ll see a lot more of as people watch more stuff online these days – might as well get them while they’re on the computers, right? Bravo to Jimmy Fallon. His blog is working, he’s already got a viewer. To be a part of the experience visit his site.
His first entry:
His second entry:
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