Meerkat Manor

From WikiCover

Beginning Friday, August 10, 2007, at 8:30 pm, new drama unfolds in the Whiskers household, and life in the Kalahari takes a series of twists and turns in a new season of the popular Animal Planet series, Meerkat Manor. The show follows the Whiskers clan's quest for a new home after being kicked out of their den by a rival clan.

Animal Planet is launching the new season with a large multiplatform marketing campaign, integrating on-air, off-channel television, print, new media, in-theater and out-of-home advertising to spread meerkat mania around the country.

Complementing the television advertising, the Meerkat Manor print campaign hits national publications beginning August 3, 2007, including People Magazine, Entertainment Weekly, In Touch Weekly, US Weekly, Star Magazine, and Soap Opera Digest. Meerkat Manor spoofs the Sopranos in Entertainment Weekly ads and in out-of-home advertisements in New York City. These ads take to the streets covering urban panels, bus shelters, bus kings, and bus tails.

The network has even developed a word-of-mouth influencer program for mothers with active social networks who can spread the word about Meerkat Manor. Animal Planet has sent custom meerkat packages to include a sneak-peek DVD and burrow banter cards to help stir conversation; the packages reach nearly 300,000 mothers nationwide.