Fascinating AdAge MediaWorks article on Kiefer Sutherland’s upcoming Fox series Touch, which will simultaneously launch in March in more than 100 countries fueled by a massive global marketing effort from Unilever.
The mind boggles at the work that must have gone into the project, from the ad buys to the dubbing of the dialogue. As the article notes:
Unilever’s media buy for the show will encompass Europe, Asia, Latin America and the U.S. Touch will appear in more than 160 markets, on such outlets as Global Television in Canada, Sky 1 in the U.K., ProSieben in Germany, Yes TV in Israel and Channel One in Russia. Fox International Channels is launching Touch in 64 countries throughout Latin America, Asia and Europe.
Obviously, few entities could easily mount similar projects in the near future. But now that the template has been made, it’s easy to imagine future endeavors that link hit shows, global brands and worldwide audiences in ways that could transform (and revitalize) the rapidly fragmenting media and marketing landscapes.