‘Relax, honey, enjoy your Mindy-cure’
Fox sends out vans offering free manicures and blowouts
September 24, 2012
Between commuting, working and trying to scrape out a social life, many women don’t have time to duck into the salon for a few minutes of primping and relaxing.
But what if the salon came to them?
That’s the idea behind a fun alternative media campaign for Fox’s new comedy “The Mindy Project,” which stars Mindy Kaling as one of those harried career women.
The network is sending fully wrapped vans to markets across the country offering women free blowouts and manicures in advance of tomorrow's premiere.
The inspiration comes from the theme of the show, which follows a woman who is trying, not always successfully, to balance her busy professional and personal life.
She’s just the sort of woman who could benefit from the pampering being offered by “Mindy’s Mobile Makeovers.”
The makeover teams are also distributing free bottles of hot pink OPI nail polish to anyone who stops by.
The manicures include a range of options with bright colors and funky designs, meant to reflect Kaling’s bright personality on the show.
The mobile makeovers will take place in eight markets across the country, starting yesterday in Washington, D.C., and Seattle, and running through next Wednesday, the day after the show debuts.
It’s the latest in a series of creative alternative media stunts by Fox to promote its new shows. Previous efforts have included live dancers on a billboard for “So You Think You Can Dance” and giving out burgers to promote the premiere of “Bob’s Burgers.”
The stunt works because it appeals to the show’s target audience, women 18-34, in such a personal way.
Recognizing their desire to relax and enjoy some time to primp fosters a connection with the show and the Mindy character.
As with any sort of campaign targeting this age group, the mobile makeovers have a social media element. Women who get their nails or hair done are invited to share their experience on Twitter or Facebook, where “Mindy” has more than 48,000 fans.
Tags: alternative media, audience, campaign, debuts, desire, fall tv season, fox, media, Mindy Kaling, mindy project, mindycures, mobile, Mobile Makeovers, mobile mindycures, new fall shows, new fox shows, OPI, premiere, the mindy project, time
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