FOX’s ‘The Last Man on Earth’ Employs a Unique Marketing Campaign

By Rachel Cruz | 3 years ago
FOX’s ‘The Last Man on Earth’ Employs a Unique Marketing Campaign
Will Forte at the 2011 Tribeca Film Festival premiere of A Good Old Fashioned Orgy. April 29, 2011. Wikimedia Commons/David Shankbone

FOX is once again pulling all the stops with their latest campaign for “The Last Man on Earth, one of the network’s newest comedy series that is set to debut on Mar. 1, 2015. Its lead star, writer and show creator, Will Forte, is heading this, which has been dubbed by The Hollywood Reporter (THR) as a guerilla marketing technique. No other TV show has ever done this type of promotion before. Read on for the news story.

As part of its promotion for the series, the studio will be distributing 12,000 fliers all over the United States, particularly in areas in Atlanta, Boston, Chicago, Houston, Los Angeles, Miami, New York, Philadelphia, San Francisco and Seattle. The distribution will be mostly done around colleges and universities, as well as high traffic areas and community billboards.

The fliers will include different telephone numbers, with most of it going straight to a prepared voice mail to promote the series. THR actually posted a sample of what the person will hear when he tries to contact the number on the flier.

For the lucky few, however, one of the phone numbers will actually be a direct line to Forte, who will be taking the calls himself. The actor is reportedly currently shooting the series on location.

Apart from this, the network is also going to distribute different vending machines in six selected areas across the country. These machines will be dispensing “apocalypse-proof snacks” and survival kits. Some machines, meantime, will also dispense special prizes like gift cards from American Airlines and cash worth $5,000.

Over at Twitter, fans can get free codes to use for the vending machine if they tweet #LastStuffonEarth.

With most of the details of “The Last Man of Earth” being kept under wraps, thus making it harder to promote, this marketing campaign is the show’s creative way of making some buzz before the premiere. The series is scheduled to debut with a two-episode offering on Mar. 1, 2015 at 9:00 p.m., after which, it will fall on its regular schedule every Sunday at 9:30 p.m.

In doing the series, Forte expressed excitement over the concept of “The Last Man on Earth,” saying via Variety that the show “seems very relatable, because I think everybody has thought ‘What would you do if you were the last person on Earth?’ It’s such a wonderful, tense situation inherent to the idea.”

For more about this series, keep checking back to Movie News Guide (MNG).

Photo Source: Wikimedia Commons/David Shankbone

About the author

Rachel will watch any TV show once to see if it's worth following. She watches 55 to 60 American, British and Canadian TV shows on any regular week. Glued to TV, she has not seen the world outside in a while. :P