Parnaz Taheri, account supervisor, Bender Helper Impact (Los Angeles)Placement
The Tonight Show, November 12, 2010Pitch timeline
Who is your client and what are its media goals?
Konami Digital Entertainment is a leading game publisher. Our goal was to get as much visibility as possible for their key holiday title, Karaoke Revolution Glee, which is based on the popular Fox TV series.
What made The Tonight Show such a great target for Konami? How did you pitch the producers there?
The Tonight Show has a huge reach, especially among the demographic that does a lot of holiday purchasing for others, including kids and teens.
One of our other clients is Twentieth Century Fox Consumer Products and our Fox team had gotten wind that Glee star Kevin McHale was going to be on with Jay Leno. That was great for us because Glee was formally in a quiet period and we had no official access to talent for this campaign.
Though the appearance was only three days away, we contacted The Tonight Show about doing an on-air game demo. The producer felt that couldn't be coordinated on short notice, but it did spark his interest in including the game somewhere in the segment. So we sent him several copies along with a fact sheet that he could run by Leno.
Was much follow-up needed?
We made several calls, but the key was staying patient until the producer could go over Leno's interview with McHale and bring up the game as a potential topic. That didn't happen until the afternoon of the show, which is when we got the good word.
What was the hit's impact?
Leno held up the game box for the camera for about 20 seconds while McHale talked about his niece's interest in it. It was only a small part of the segment, but that national exposure on the very week the game hit stores capped off a huge consumer push on our part. Both Konami and Fox were really pleased with the placement.