Court TV Boosts Parco P.I. Series Via Guerilla, Ad Campaign
Court TV is giving its new series, Parco P.I. a new look under a non-traditional advertising campaign targeting streets, bars and clubs.
Parco P.I is a new reality/docu-drama that follows the Parco family of New York City as they crack cases and expose secrets that come through their private investigation firm. And two weeks after its launch, the buzz is still going strong.
Court TV is using guerilla tactics targeting bars and clubs around New York City and Detroit to drive tune-in to the new series. Teams are plastering window clings in bathrooms, stocking bars and clubs with Parco-branded glasses and coasters.
“We’re trying to get the message out there in a nontraditional way,” said Mary Corigliano, senior VP-marketing, Court TV. “This is a fun show. We want to transfer that fun vibe into advertising…with a guerilla feel.”
To further reach viewers, Court TV has added window clings to city buses and toppers to taxis. “You never know where he’s going to be,” Corigliano said of Parco.
The campaign takes a humorous play on the detective series. Phone kiosks have slogans that read “Because Vinny Parco was watching, I went from successfully cheating on my wife to living with my mom.” Bar coasters are branded with sayings, including, “Would you want this conversation you are having to be overheard?”
Consumers can still enter to win $10,000 as part of Court TV’s Parco’s Watching sweepstakes. Consumers can play an interactive game at Parcoswatching.com. In the game, players must follow and spy on someone, but can get online clues from Vinny Parco via real video.
The grand-prize winner will receive $10,000; the first-place winner will get 60-inch LCD TV. The sweepstakes is open to consumers 21 and older and runs through Sept. 16. Knight Agency, New York, handles the sweepstakes. Venables Bell, New York, handles the ad campaign.
