'Modern Family' Promotion Builds Public Pumpkin Patch

To publicize the nightly airings of the popular TV comedy, Fox 5 New York hosted a family-friendly event that combined a pumpkin patch and corn maze with trivia games and face painting.

By Anna Sekula November 10, 2014, 7:30 AM EST

Photo: Andrew H. Walker

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It's not every day TV networks host experiential activations for syndicated shows, but on October 19 Fox 5 did just that. Designed to publicize its nightly airings of ABC's popular comedy series Modern Family, the public promotion filled Union Square Park with a corn maze, ghoulish props, dozens of branded pumpkins, and quirky games—just like the Dunphy family's house during Halloween. Working in conjunction with the local Fox affiliate to create and execute the event was 20th Television, led by the vice president of affiliate marketing, Eileen O'Neill, who tapped the Michael Alan Group to produce.

In addition to the city's Parks Department, the producers also worked with Union Square Partnership, the nonprofit business improvement district organization that promotes the 14th Street-Union Square area as well as invests in the park itself. The Partnership provided a station for complimentary face painting; other partners included healthy foods brand Kind, which brought its branded Jeep to distribute snack bars.

In total, the organizers estimate approximately 4,000 visitors stopped by the one-day activation. The Michael Alan Group and 20th Television also created a similar promotion for the Fox 11 affiliate at the Grove in Los Angeles on October 26.

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