To promote the new fall series The Ex List, the CBS Marketing Group has created a set of promotions to win potential viewers’ hearts. Between a partnership with 1-800-Flowers.com to launch the first official "Ex Day," a Facebook application that provides members with a means of creating one’s own virtual and interactive "Mr. Right," online horoscopes, wild postings and "Dating and Ditching" Zagat Guides.
"The Ex List is about the ins-and-outs of life, love and dating, and our promotions are designed to reflect that," said Anne O’Grady, EVP/CBS Marketing. "Whether they’re out on the town with a date or with pals, posting profiles online or just cruising the Web, we set out to help young women have more fun on the dating scene while growing awareness of the show."
The Ex List stars Elizabeth Reaser as Bella Bloom, an attractive flower shop owner who learns from a psychic that she has already dated her future husband. With the help of her friends, Bella goes on a quest to find this mystery man from her past. Playing upon the theme of "looking for love," CBS has developed a set of tools to assist young women on the dating scene, including:
"Ex Day" — Those who have a hankering to follow Bella’s lead and reach out to an old flame will now have an easy way to do so, thanks to the first official "Ex Day" on 10/16, sponsored by CBS and 1-800-Flowers.com.
Through an extensive multi-media campaign spanning radio, television, the Internet, and in-store promotions, people will be encouraged to reconnect with an ex by sending him or her a special "Ex Bouquet." The bouquets will be available through 1-800-Flowers.com and its network of professional florists nationwide.
Facebook — CBS has created an application that drives users to a dedicated "The Ex List" page on Facebook where members can build their own "Mr. Right" and begin a virtual relationship, interacting with him via emails, text messages and virtual gifts. Mr. Right will even invite fans on a virtual date to watch the show together on Friday nights.
Zagat Guide — A customized The Ex List Zagat Guide to "Dating & Ditching" listing the ideal bars and restaurants for reconnecting with an ex or meeting new people. Categories include: "First Dates," "Girls’ Night Out" and "Meet for a Drink."
Horoscopes — CBS is also sponsoring a The Ex List branded romance horoscopes widget.
Wild Postings — Billboards and posters showing the face of Elizabeth Reaser, and the words "Have you dated this woman?" direct people to call 1-877-7-BELLA-1 or visit haveyoudatedthiswoman.com, where they receive a message from Bella Bloom inviting them to watch the show.