Upfronts 2011: As Media Buyers Prep for Busy Week, ION Goes Guerrilla With Fake Newsstands

Photo: Jika González for BizBash

Ion, the television property that bills itself as the fastest growing network and the “best-kept secret in television,” is eager to stand out in the crowded marketplace. So, as part of this year's campaign—and to build on its plant-focused effort last year—the channel chose to go guerrilla around Upfront Week, constructing temporary newsstands outside key media buyer agencies to tout its strengths. Ion Media Networks once again turned to the Michael Alan Group to produce the publicity stunt, which started last Monday, May 9, and continues through this Friday, May 20.

Stocked with gum, soda, energy bars, and other newsstand paraphernalia, the street structures displayed Ion's ratings success and other statistics, such as “Q1 2011 was Ion Television's best quarter ever” and “95 percent of Ion's [adults 25 to 54 years old] audience views live commercials” printed on custom wrappers. Even decals on the sides of the stands could be pulled off to reveal more details about the network's growth and quotes from media buyers. As an additional incentive for agency execs to visit the kiosks, Ion is also hosting daily competitions to give away free iPads.

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