Will the actual Frasier Crane please rise up?
With Kelsey Grammer’s Frasier Crane initially showing in Cheers earlier than getting a self-titled, long-running spinoff, the character has a fandom and historical past already constructed into the Frasier revival on Paramount+, which brings Dr. Crane again to Boston.
So in advertising the brand new collection, which debuted on Oct. 12, Paramount leaned into that fandom, highlighting Frasier-isms from the present, cueing in on intelligent, pun-filled advertising stunts and even creating an precise Frasier-themed crane in Beantown.
For Domenic DiMeglio, evp and chief advertising officer of Paramount Streaming, advertising Frasier’s new act got here all the way down to “constructing a marketing campaign from the core followers and dealing our method out.”
“It actually was a brand new chapter in his life going again to Boston, and so treating it as such,” DiMeglio mentioned. “After which actually ensuring that once we introduced this marketing campaign to life, that we leaned into the issues that made Frasier Crane… Frasier Crane.”
With analysis together with every thing from digging by way of the present’s historical past to performing deep dives on Reddit threads, the Paramount group targeted on parts that might delight former followers and entice new audiences within the present’s TV advertising.
Present-related phrases, a.ok.a. Frasier-isms, appeared in black-and-white line artwork on billboards in main cities akin to New York and LA; occasions included Frasier screenings and trivia at Boston’s Cheers bar (which run on choose Thursdays by way of Dec. 7); and meals vans in Boston paid homage to the long-lasting theme music, “Tossed Salads and Scrambled Eggs,” by giving out free tossed salads and scrambled eggs to followers whereas taking part in the theme.
Additional leaning into the present returning to the character’s Boston roots, the entire metropolis of Boston was invited to strive the collection with a free 30-day trial of Paramount+, which followers can discover utilizing the promo code CRANE right here.
And, simply as the unique collection title card created an iconic have a look at the Seattle skyline, the brand new collection added to the Boston skyline with the Fraiser crane.
“We simply had loads of enjoyable,” DiMeglio mentioned. “We had a crane increase a line artwork, a picture of Dr. Frasier Crane in Boston, and, voila, we had the Frasier crane.”
However cranes alone can’t do all of the heavy lifting.
