If you’re new to Three Girls, A Dog & A Marketing Blog, you may not be aware of one of my obsessions: Gilmore Girls (see my posts about Helpful Marketing Lessons and Public Relations Lessons as evidence). So it’s no shock that I’ve been following along as the show announced they were creating a revival, shared behind-the-scenes photos of the cast while filming, released a scene, etc. I have to say, the marketing team behind the whole thing is doing a fantastic job!
I thought it would be fun to take a look a few ways the revival’s team is publicizing it and the marketing lessons we can learn from them as we wait the remaining weeks for the new episodes to drop on Netflix.
1. Gilmore Girls Came to Netflix!
Back in October 2014, Gilmore Girls came to Netflix! Those of us who already owned the complete series were thrilled since it meant we didn’t need to get up to change DVDs, but there was another bonus to this: it gave those that had never seen the show an easy way to embrace Lorelai, Rory and the rest of Stars Hollow alongside already die-hard fans. Granted, this was pretty far in advance of the revival even being announced. Still, it paved the way for the new episodes to come to life.
Marketing Lesson
Reuse your old content! Pull out previous blog posts you’ve written, freshen them up and share them again for a new audience, post photos from a few years ago on your social media pages or share white papers and infographics you created a few years ago (as long as the facts are still accurate).
2. The Revival Was Announced!
A year later, in October 2015, news broke, “Netflix is in negotiations to revive the beloved series with creator Amy Sherman-Palladino and original stars Lauren Graham and Alexis Bledel as mother-daughter pairing Lorelai and Rory Gilmore,” and that it would consist of four 90-minute episodes. In the coming weeks, we learned it was going to happen as well as which members of the cast were coming back, from Stars Hollow residents to Rory’s three boyfriends from the original series.
Marketing Lesson
Share upcoming events with fans, followers and consumers! Even if you don’t have all the details, let them know it’s coming to help build anticipation. Then, as you have more specifics to share, update them as you go.
3. Behind-the-Scenes Photos During Filming!
How do you showcase your company’s personality?
While the cast was filming, they shared various selfies taken on set. It seemed like all the major actors took selfies! From Luke and Lorelai to Hep Alien and everyone in between.
Marketing Lesson
This is the age of selfies, so embrace it! Take selfies or snapshots that give followers a behind-the-scenes look. This is a great way to show your fans your personality and give them a taste of your world.
4. Teaser and Release Date Announced!
In July 2016, Netflix released the first teaser and release date of the new episodes: November 25! What I appreciated about the scene they shared is that it showed the same Lorelai and Rory I love, just older and talking about different subjects. The same rang true when the first page of the script was leaked, too.
Marketing Lesson
Stay true to your brand. Whether you’re writing blog posts or posting social media updates, make sure everything you create and share on behalf of your business is true to your brand.
5. Stars Hollow Comes to Life!
There were two ways this happened:
- Luke’s Pop Up Day: For one day, October 5, 200 coffee shops across the country transformed into Luke’s Diner. They were sent signage to display and fans flocked to their closest local shops.
- TownOfStarsHollow.org: Stars Hollow’s official website went live! It brought the entire show to life, from town meeting updates and Kirk’s column (Dear Kirk) to a Visitor’s Guide (a link to YouTube videos summarizing each season) and a Directory of each business referenced in the show.
Marketing Lesson
Personalize your customers’ experience! Think about new ways you can showcase your brand that will endear them to your business. Then take the ball and run with it!
Are you as excited for the Gilmore Girls revival as I am? Mark your calendars for November 25, and in the meantime share what marketing lessons you’d add to my list in the comments below!
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