Cable marketing promotion in the guise of social justice

[Colorado Media Newsroom]

From The Denver Post:

USA Network
USA promotion

If you want to promote your cable network, and hype your shows and stars, that’s fine. Think of a memorable slogan, run a contest, offer giveaways, hold a rally, whatever. But when you run a cable marketing promotion in the guise of a drive for social justice, it feels a wee bit devious. Opportunistic, even.
Comcast and USA Network are blurring together a push for their cable TV shows and services with sentiment against intolerance and discrimination under the “Characters unite” promo banner. They’ll make a pitch Thursday, 11 a.m.-8 p.m., with a day-long “pop-up” marketing push at the Denver Pavillions, Glenarm St. between 15th and 16th. It’s not like they’re raising money to give to needy causes; they’re promoting a feel-good message (“I won’t stand for bullying, intolerance, ignorance,” etc.) and raising awareness of “White Collar,” “Suits,” “Necessary Roughness” and the like.
Too cynical? What do you think? Is this campaign devious, or better than not doing anything about intolerance?


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