Inside ABC’s marketing push for ‘The Wonder Years’ reboot

Even as uncertainty round COVID-19 continues to derail some marketing plans, ABC is making a giant experiential push for its reboot of “The Wonder Years.”
Following the story of a middle-class Black household in Nineteen Sixties Montgomery, Ala., and impressed by a 1988 ABC present of the identical identify, the collection guarantees a wholesome dose of classic throwbacks—and that’s precisely what ABC will capitalize on with its huge interactive promotional push that features a time capsule expertise, nationwide barber store takeovers and ice cream truck occasions. 
Such experiential marketing occasions have been slowly creeping again this yr after a near-worldwide pause that adopted the rise of COVID-19 in 2020, with some experience-minded artistic retailers even shuttering because of this. But ABC and Hulu (each of which fall below the huge Walt Disney Company umbrella), appear bullish on their in-person occasions, with Shannon Ryan, president of content material marketing and basic leisure, Hulu, hinting at upcoming experiential promotions within the works later this yr for the reveals “Big Sky” and “Queens.”
Still, ABC emphasised that it’s taking COVID precautions in any respect of its occasions, which might be largely held open air and require vaccinations for all employees members.
One of essentially the most vital components anchoring “The Wonder Years” marketing campaign is a “’60s Time Capsule Experience,” the place ABC will take over the VP Racing fuel station in Hollywood, Calif., and permit friends to fill their tanks and seize a chunk to eat at Nineteen Sixties costs. In different phrases, that’s 10 cents for a burger and 34 cents for a gallon of unleaded. 
Located on the intersection of Highland and Franklin avenues, the two-day takeover throughout premiere week might be a totally immersive expertise replete with classic uniforms, Nineteen Sixties music and loads of free change so patrons will pay for their meals and fuel.
Nostalgia marketing is scorching proper now, with a pattern in manufacturers leaning into their heritage and resurfacing reminiscences of what actually felt like easier instances.

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