Roseanne 360 Launch Campaign
Reboot
ROSEANNE
Leveraged consumers yearning for nostalgia and “comfort food”
“Roseanne” premiered to the highest ratings for any network sitcom in almost four years.
BUS SHELTER TAKEOVERS
Across New York, Los Angeles and Chicago, public transit passengers were invited to take a seat in the Conner’s living room – making a typically not-so-enjoyable public transportation experience a bit more cozy and comfortable. The bus shelter takeovers boasted the show’s iconic living room couch, complete with replicas of the infamous afghan blankets, as well as key art highlighting tune-in details for the reboot.
NEW YORK SUBWAY TAKEOVER
The fictional town of Lanford, Ill., where the sitcom Roseanne is set, is more than 800 miles away from Manhattan. But for four weeks, subway riders on New York’s shuttle train between Grand Central Station and Times Square were instantly transported to the iconic Lanford living room of Roseanne Barr’s working-class TV family.
SXSW ACTIVATION
The nostalgia-filled experience at SXSW featured recreated sets of various rooms from the Conner household. Festival goers could relax in the iconic living room and kitchen and view clips from the original series. Guests could also feast on loose meat sandwiches, pies, coffee and Canoga root beer (fictional beverage from the show) inside the storied Lanford Lunch Box. Branded “couch” pedicabs transported festival goers to the activation from all over Austin. Extending the SXSW experience, Roseanne cast members hosted a meet-and-greet along with a trivia event.
Launch PROMOS
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