WBZ Viewer Spots

Here is the next set of spots for WBZ's curious campaign. Interaction with the audience is big and these spots showcase it well.

New WBZ Spots

Here is another "Conversation Nation" spot:



and here is another called "Random Acts of Curiosity with Jack Williams" -- I love this guy's voice!

WBZ Curious: Phase 2

Here are 5 new :10 spots for the WBZ Curious campaign. While less impactful than the last set of spots - these work towards another goal: audience involvement. They allow the viewers to take an active role in the brand and interact in a way few stations do.

Notice there is no WBZ logo. No talent. These spots serve to create awareness and get people interested.

Viewer Made Spots

Ok, so when is the last time a viewer took your spot and made their own version? When has your promo made such a connection with the viewer - they had to join in?

I'll give you some time to think.

Anyone?

Anyone?

Bueller?

I'd have to say that's NEVER happened to me... and probably hasn't happened to you either.

So here... as a testiment to just how good the new WBZ spots are - is a really crappy version:

More of the WBZ Curiosity Campaign

New WBZ Curiosity Campaign

I know Wendy at WBZ will probably read this - so I'll keep the gushing down to a low roar.

I said it months ago - Wendy and her team are reinventing news promotion in my book. Gone are the days of generic spots that babble on about choppers and preparing and protecting you. These spots have heart. They have impact. They have a sense of humor. They respect the viewers. Love or hate some of the approaches of their promos - the recent spots from WBZ command attention and create buzz. They are simply not just promos - they are advertising.

For those that do not know - WBZ management is made up of 3 people who did wonders at WCCO first. The GM, news director and creative services director work very well together and the trust that has developed allows for some amazing work. I think that kind of teamwork is key to success.

Wendy sent along this spot and the accompanying website of their newest campaign:

declareyourcuriosity.com



I love the tone and charm of the spots. What a great way to say "We report on the stories that impact your life" without saying those overused cliche words?? The blog invites viewers to share their stories and concerns. But not in the "We are the news. We are better than you" way that most stations do promotion.

And lastly, before I go and set up my fan club...lol... if you are "curious" how WBZ is doing with this new, respectful approach to news and promotion?

Check out the May book. For the first time in 15 years(123 straight books) - WBZ was #1 at 11 in all demos. From 4th to 1st... in a year.

Now do they have your attention?

Wow.

Check out WBZ's new promo. Smart. Simple. Tugs at your emotions.

and not once does it hammer you with bullshit promo language.

unique indeed.