Social TV: Cougar Town Creator Offers Ponies, Drunken Raves to Loyal Fans

Courteney Cox, Cougar Town Cougar Town creator Bill Lawrence can do nearly everything to get people to look at his show, which returns to ABC on Feb. 14 after an eight-month hiatus. He's presented to buy fans ponies and throw drunken raves at Disneyland once they promise to check out a ten-minute spoiler reel for your approaching season. OK, so he was clearly kidding (we feel), but all joking aside, Lawrence themselves launched a substantial social-media push to spread the word in regards to the low-rated Cougar Town when traditional marketing strategies - like ads and talk-show looks - weren't doing enough to find out any significant alteration of ratings. Throughout the past few several days, he's used both Facebook to reward fans with swag, exclusive content, and viewing parties, with the expectation it could really involve some impact on the fate in the show. "The exciting part would be to determine if we could gradually slowly move the dial just a few little ticks," according to him. "The primary difference personally from the 2.4 together with a couple.6 rating might be the excellence between being restored immediately, and requiring to have to wait until May to determine which continues.Inch Do i think the his over-the-top social media campaign lead to better ratings? We asked for Lawrence to weigh in on his anticipation for his social-media gamble.The facts about social media you want?Costs Lawrence: The very best factor about social networks are you are able to immediately see first-hands that people are actually configuring it. Someone sent us an image from the vehicle they saw round the freeway which in fact had "Cougar Town returns Feb. 14 at 8:30 on ABC" colored on its home home windows, once we asked for people to accomplish this on Twitter. It's so far better to offer the visual representation.Aside from telling people to remain updated, what message can you hope illustrate?Lawrence: The show isn't canceled! Every single day I buy people who say, "I'm so annoyed out Cougar Town is canceled," and that i must respond and say, "It is not really. It's just been horribly handled by ABC." Also: It's the worst titled show inside the good status for television. It is not a traditional lady chasing after following a youthful guy for three years.Sociable TV: Will White-colored Collar use Twitter to permit fans decide the show's ending?But how will you attempt to describe that to individuals who've never seen?Lawrence: We develop a sizable clip reel in the show, which is full of spoilers. I'm not a real large spoiler guy, but it's something which somebody can show their pals and say, "Hey, it is not about cougars. Watch this clip so when you laugh whatsoever, you might really search it." Just like a group, the cast is delivering the issue an e-mail to all or any our acquaintances. We're asking those to do us a great, and other alike to some series email, send it to 10 others.Too for individuals who're already Cougar Town fans - what is happening to make sure that they are hooked?Lawrence: Since the occasions of Scrubs, I've always felt that you need to reward loyalty with extra content and ease of access cast and crew. Therefore we are delivering do-it-yourself party kits to anyone who posts a picture of by themselves Twitter or Facebook with 25 others holding a sign saying, "We Wish a Cougar Town Party." We're shipping them swag and episodes using this season that haven't broadcast. I'm certain that people released them online I'd be arrested. Within the finish in the evening, a cast member can get on Skype together for a quarter-hour to resolve questions.Social TV: Realise why Nathan Fillion will receive a remove of TwitterIs there any sort people that worries all this can be a large total total waste of time?Lawrence: It is simple to increase the risk for argument, "I would have convinced a few hundred 1000 people to have a look show out, however when undertake and don't will be in Nielsen, then who cares? I have not met a Nielsen family throughout my existence." However when fans of Cougar Town are buzzing relating to this a great deal to make sure that a few Nielsen families watches it when it's on tv, then... Get It Done works? I am unsure. However might be annoyed out once the show didn't survive which i didn't appear like we'd attempted everything. The primary distinction between remaining on and achieving canceled is actually slight nowadays, and there's an chance you could really use social media to move a dial. I'm not nervous though. I've been transporting this out forever.All of this crazy campaigning that you're doing - did the network supply you with a hard time relating to this?Lawrence: Once we started, ABC was careful about that which you i did so, however they have since become very encouraging, but that they like a network, they'd enjoy it if their showrunners counseled me out marketing their unique shows.Social TV: How Survivor's Rob Probst bridged the area between CBS which is audienceDo you are convinced that eventually all showrunners is going to be utilizing social media similar to this?Lawrence: It'll either gradually slowly move the dial just a little, and will also be awesome, and people will endeavour it afterwards... reely can alter, we'll disappear, without any you'll ever have to do it again.See the 10-minute spoiler reel for Season 3 of Cougar Town. Bill Lawrence on WhoSay Cougar Town premieres Tuesday, February 14 at 8:30/7:30c on ABC.