Archive for January, 2011

“Fairly Legal” Promotion in San Francisco

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , , on January 27, 2011 by caitlineoconnor

After finally having made my move to the West Coast, I worked the perfect promotion for someone new to the city of San Francisco. Last week, a street team of about 20 gathered to promote USA Network’s new TV show “Fairly Legal”. We hit all the busy spots in the city and even made our way to Berkeley and, let’s just say we made a lot of noise.

Fairly Legal is series about Kate Reed (Sarah Shahi) being a firm believer that justice can always be found, even if it’s not always in the courtroom.”Once a lawyer at her family’s esteemed San Francisco firm, Kate’s frustration with the legal system led her to a new career as a mediator”.

The promotion consisted of a street team, all dressed in the same attire to emulate Kate, mocking a protest and yelling the show’s taglines such as: “Get Kate, Mediate!” “Don’t Hate, Litigate”(on Haight Street) and “No Mitigation, Only Mediation”. Also, we handed out gray and white cookies because “justice is never black and white”.

While this promotion was being run in other cities, I assume that it received the most attention in San Francisco and Berkeley due to the fact that it was a mock protest. Many people in areas that are famous for protesting voiced their frustration with the promotion saying that they felt it was “out of line”.  Well, being a publicity stunt, negative attention is still attention and therefore the promotion was effective. There were, of course,  people who enjoyed the event as well, finding it entertaining.