Some unique efforts include a monthly, online-only edition of Bonfire Magazine, the employer of Kim Raver's character on Lipstick Jungle, and fan-submitted conspiracy theories explaining the show Life. For ER, which will end after its 15th season this year, NBC.com will host an "ER Remembered" section, with visitor polls, favorite moments, and synopses of each season.
"All of our strategies combine digital efforts, press and publicity, in the traditional sense, as well as marketing," Liza Rindge-Peterson, VP of prime-time series and long-form publicity for NBC, told PRWeek for a recent article. "Every time I talk about one of these events [and publicity initiatives], there is always an online component."
Also hot online:
An update on the Chemical Brothers, who asked fans to help create the video for their new song Midnight Madness: the video is on YouTube.
Marvel.com is spreading its influence online with two digital series, one based on Iron Man, which debuted on September 17, and one based on The Incredible Hulk, which debuts on October 8.
Promoting both Pearl Jam and the Chicago Cubs, Eddie Vedder is offering a download of All the Way, his song inspired by the Windy City's beloved baseball team.
A book described as an "indie rock memoir" deserves an accompanying soundtrack, and author Juliana Hatfield supplemented her book, When I Grow Up, with an online playlist.