Listen: How MTV Found New Gold in ‘The Hills’

Variety | 7/10/2019 | Cynthia Littleton
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Everything old is new again in television. So how do you get the word out about a reboot when viewers are inundated with options?

MTV assembled a “swat team” that worked for nearly a year on the development, marketing and promotion for the successful relaunch of “The Hills” reality franchise. Jacqueline Parkes, chief marketing officer and executive VP of digital studios for Viacom’s MTV, VH1, CMT and Logo Group, was a key member of the team that carefully plotted the rollout of social media teases, weekend marathons of the original 2006-2010 series and a host of tie-ins with partners including Amazon and Drybar.

Episode - Variety - Podcast - Strictly - Business

In the latest episode of Variety podcast “Strictly Business,” Parkes details the process that began with social media teases and other bread crumbs for fans in the spring of 2018, well before MTV announced the show was coming back. She describes a coordinated effort across the group’s development, marketing, scheduling, communications and advertising sales units that culminated in the June 24 premiere of “The Hills: New Beginnings.”

“We created over 200 pieces of content (for ‘The Hills: New Beginnings’) before we even got to the launch campaign,” Parkes says of the collective effort. The long lead time allowed Parkes’ marketing team to target three distinct groups of viewers: fans of the original series, fans of...
(Excerpt) Read more at: Variety
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