‘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
New York City: TV is suddenly tight
How the MRC investigates snafus
World Series posts new low for opener
KC agency to Royals: We’ve got your back
Cable overnights: ‘Sons’ stays even to last week
Ben Bradlee, in other people’s words
NBC comedy block declines on Tuesday
Univision’s ‘Corazon’ tops Hispanic broadcast
Huge Twitter crowd for BET Hip Hop Awards
This month’s new media traffic data
Remembering Ben Bradlee, editor
For the CW, two promising new shows
Coming, a new way to measure online TV
- Brad Cohn becomes executive creative director at MRY West
- John Pucci rises to CMO and CCO at Hawthorne Direct
- Dave Hadden becomes UX designer at Digital Pulp
- Maura Fritz becomes editorial recruiter at Hearst Magazines
- Joe Weisenthal becomes markets managing editor at Bloomberg.com
- Jennifer Hitzges and Petra Kobayashi join Redbook
- Larry Fitzmaurice, Zara Golden and Khalila Douze join The FADER
- Jessica Hopper becomes editor in chief at The Pitchfork Review
- Mimi Gigoux becomes EVP of human resources at Criteo
- Samantha Glynne becomes VP of branded entertainment at FremantleMedia
This month’s new media traffic data
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Media buyer job in Syracuse
Assistant media planner/buyer wanted in Austin
Digital media buyer/planner job in Norcross, Georgia
Associate media planner wanted in Chicago
Media buyer job in Medford, Oregon