Brief profiles the unique, multi-platform media blitz surrounding Fox’s new comedy The Last Man on Earth, which has included everything from branded vending machines, parody posters, joke neighborhood flyers, Vine videos and more.
As Laurel Bernard, Fox’s executive VP of marketing, tells Brief about the show’s atypical campaign, “[It’s] great, exciting, and a little bit scary, because we’re not following a linear path the way you’d normally carry out a comedy campaign. But we’re really sort of embracing that the pacing is different, it looks different and that’s kind of what people expect from Fox to a certain degree. We’re willing to take that risk. But yeah it’s hard, because we know how it rolls out.”
Read the full story here.