The Briefing Room

Brand strategy, design and advertising company 72andSunny has partnered with The CW Network to promote all-new episodes of the hit series Gossip Girl. The campaign superimposes OMG/OMFG over iconic, provocative imagery from the show.

“CW wanted to get fans excited and make some noise,” says Jason Norcross, Creative Director, 72andSunny. “Since a lot of the girls here are avowed experts on the show, getting a fan’s perspective wasn’t hard. The fact the show is so rooted in mobile-digital culture makes it fertile and familiar territory.”

Beyond getting the core female audience talking about the new episodes, 72andSunny was charged with piquing the interest of potential new fans.

“To promote the return of Gossip Girl on April 21 at 8p.m., 72andSunny delivered a sophisticated and provocative campaign that deftly speaks to our young adult audience in a way they understand and truly captures some of the ‘OMG’ moments that have made Gossip Girl one of the most buzzed about new shows on television,” explains Rick Haskins, EVP, Marketing, The CW Network.

“Text messaging is how the mysterious ‘Gossip Girl’ communicates, so it’s appropriate we communicate with our audience in the same way,” adds Holly Kasun, Brand Director, 72andSunny. “Those four letters really have become synonymous with shocking moments, and that’s definitely a hallmark of Gossip Girl.”

The OMG/OMFG campaign is part of a multi-million dollar effort to promote the show. Media for the campaign includes electronic and traditional outdoor billboards in Los Angeles and New York, as well as print advertising in Entertainment Weekly, Star, People, Us, In Touch, Life & Style, Soap Opera Digest. There will also be a simultaneous national rollout across multiple media outlets, including broadcast and cable television, major market radio and an array of online and digital initiatives.

About 72andSunny

72andSunny is a brand strategy, design and advertising company with offices in Los Angeles and Amsterdam. Dedicated to unleashing creativity across all communication platforms, 72andSunny works with the brands defining modern culture today, including Discovery Channel, Nike, Bugaboo, Quiksilver and Microsoft Zune. For more information about 72andSunny, contact 310.615.9880 or visit www.72andsunny.com.

About The CW

The CW Network, which is owned jointly by CBS Corp. and Time Warner, Inc., consists of a six-night, 13-hour primetime lineup including Monday through Friday nights from 8:00-10:00 p.m. ET; Sundays from 7:00-10:00 p.m. ET; Sunday from 5:00-7:00 p.m. ET outside of primetime as well as a Monday-Friday afternoon block from 3:00-5:00 p.m. ET and a five-hour Saturday morning animation block. Altogether, the new network programs 30 hours a week over seven days. For more information, visit www.cwtv.com.