Fox’s extensive campaign for new show Empire, which tells the dramatic story of a hip hop record label executive (Terrence Howard) and his family, involves everything from a synchronized lighting up of the Empire State Building, to original songs crafted by Timbaland, to merchandise tied into Black Friday.
As Laurel Bernard, Fox’s executive VP of marketing and media, tells Brief, “This is an event—Empire is a show that plays across all audiences. Rather than say this is a show for one group or another, we are presenting it as an event that has something for everyone…This is one of those really cool projects where it’s kind of like, ‘you have an idea? Let’s figure out how to make it work.’ I think this speaks to the breadth of the audience that is going to enjoy this show: Everyone needs to feel in their own way.”
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