'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.

Anna Sekula
November 10, 2014

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.

An oversize carved pumpkin, fabricated by Daddy-O Productions, stood at the entrance to the pumpkin patch and advertised Fox 5's nightly airings of Modern Family.
An oversize carved pumpkin, fabricated by Daddy-O Productions, stood at the entrance to the pumpkin patch and advertised Fox 5's nightly airings of Modern Family.
Photo: Andrew H. Walker
The producers sourced marquee-style signage, hay bales, dozens of pumpkins, and vintage throw blankets to create an immersive, fall-focused environment for the promotion.
The producers sourced marquee-style signage, hay bales, dozens of pumpkins, and vintage throw blankets to create an immersive, fall-focused environment for the promotion.
Photo: Andrew H. Walker
Painted pumpkins advertised the station, the time, the 'Modern Family Nightly' tagline, and the logo of Union Square Partnership, a partner of the public activation.
Painted pumpkins advertised the station, the time, the "Modern Family Nightly" tagline, and the logo of Union Square Partnership, a partner of the public activation.
Photo: Andrew H. Walker
While the look of the pumpkin patch was more rustic, the corn maze had a slightly spookier aesthetic with props such as potion bottles, painted skulls, and black cats.
While the look of the pumpkin patch was more rustic, the corn maze had a slightly spookier aesthetic with props such as potion bottles, painted skulls, and black cats.
Photo: Andrew H. Walker
A 20-foot augmented reality gallery wall showcased clips and quotes from the TV show, which visitors could view using a special app.
A 20-foot augmented reality gallery wall showcased clips and quotes from the TV show, which visitors could view using a special app.
Photo: Andrew H. Walker
Other digitally enhanced activities included trivia games on touch-screen monitors. As a fun twist, games were named for Modern Family characters, like Cam Tucker's Trick or Trivia.
Other digitally enhanced activities included trivia games on touch-screen monitors. As a fun twist, games were named for Modern Family characters, like Cam Tucker's Trick or Trivia.
Photo: Andrew H. Walker
Kids could get complimentary face painting from a station provided by Union Square Partnership.
Kids could get complimentary face painting from a station provided by Union Square Partnership.
Photo: Andrew H. Walker
A photo op area allowed families to pose inside picture frames, like the characters do in the show's opening credits.
A photo op area allowed families to pose inside picture frames, like the characters do in the show's opening credits.
Photo: Andrew H. Walker
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