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This article contains spoilers for the CBS reboot ofMatlock.
Its back, only cooler, with new stars and now in HD!
Thats because this remake was not actually a remake at all.
So was having this title a good thing, a bad thing, or something in between?
We certainly would never set out to disparage whatMatlockwas.
But this is a wholly different show.
We didnt want to go out and leverage the strength of the oldMatlock, per se.
It was really about, If you knew the show, fine.
Once its revealed, the show gets a lot more interesting.
So the best way to do that was actually to twist the campaign.
Is it the show?
The idea really stemmed out of the fact that Kathy Bates is not the Matlock youd expect.
In fact, theres something much more deceptive going on here.
What did that translate into with the creative elements of the campaign?
… You have to see it to really understand it.
You also ended up having two launch campaigns for this show.
We want to continue to build mystery around her and what shes doing.
But were still not giving away exactly what it is.
Its still been about creating more mystery around her than just putting it out there.
I have this motto: Always be recruiting.
We always are looking to bring new audiences in.
And the delayed viewing aspect is an important part of understanding the audience now.
We are actually working hard to bring new audiences into the show all season long.
Theres never really just a shift in the campaign where we say, Okay, were done launching.
We dont do this sort of sampling a lot.
Were pretty specific about it.
Ive been curious about the scale and scope of broadcast marketing campaigns.
Streamers barely used paid media to market many of their shows, even big ones.
What is the size of the off-web link marketing for a priority show such asMatlockin 2024?
Do you even do paid media anymore?
We absolutely use paid media.
But I would like to think that we use it in a smarter, more efficient way than others.
What we dont want to do is just were not buying a ton of outdoor, for example.
Our campaigns really need to do double duty.
Can you give me any specific examples of how you target your ads?
What sorts of places will the audience see them?
Its kind of the way I think about outdoor.
Does that make the most sense for us?
So were continually looking for new platforms and other ways to use platforms that will surprise an audience.
I just dont think that thats a strategy that works anymore.
Before we go I want to ask about the bigger picture of how youre premiering your entire fall season.
So, we did this coming out of the Super Bowl, too, earlier this year.
Thats because it created a bigger event that was a very specific destination [for viewers.]
Everything kind of ties together in a way thats more digestible.
