Each day of the “Countdown,” the network plans to release such content as preview clips, character designs, episode stills, or story boards. The show's Facebook page has more than 12 million followers, according to Comedy Central, whose demographics are adults 18 to 35, skewed more to males.
The campaign largely targets Futurama fans and their friends on Facebook, says Aileen Budow, VP, digital media and events corporate communications, at the MTV Networks Entertainment Group, which oversees the Comedy Central brand and others. Email, Twitter, and on-air ads will also promote the countdown and show, adds Budow.
Budow says the network is handling Futurama's PR in-house, which is what Comedy Central typically does.
The show, which premieres on June 23, was created by Matt Groening, the creator of the comic strip Life in Hell and the hit TV show The Simpsons. Futurama features a pizza delivery boy named Philip Fry who accidentally freezes himself and then “wakes up” 1,000 years later to a new life and a diverse set of friends.
Futurama ran for five seasons between 1999 or 2003 on Fox, then moved to Comedy Central, which aired a slate of 26 new episodes starting in 2010.