A New York Times article shows that with a little creativity in your campaign, word of mouth can be generated.
To promote its new T.V. series "Back to You," Fox Broadcasting sent fake news vans out into the streets of Boston, Chicago, Los Angeles, and New York. Staffed with blazer-clad actors who resembled newscasters and passed out promotional materials to curious on-lookers, the vans were emblazoned with the letters "WURG," the call letters for the fictitious "Back to You" news station.
Aside from the efforts on the street, Fox also created a microsite for the show, at http://backtoyouanchorizer.com, where users can upload photos of themselves to create an image that shows them seated at the anchor desk between the show's stars, Patricia Heaton and Kelsey Grammer. The images can be forwarded to friends via email, giving the message viral potential.
Fox also posted an uncensored clip of the premier episode on YouTube, where prospective fans can check it out -- and potentially pass it along to their friends.
Kind of corny, but local news is inherently corny so i guess its ok! I have not really heard of the show but having an epi on youtube is a great idea. The whole idea of making a website to support a campaign is starting to really get worn out. I feel like 9 times out of 10 the website's main feature is to upload a picture of yourself that places you among the brand in some way. Think of a new concept for a viral website then maybe ill visit. Other than that its an interesting campaign.