NEW YORK CBS has teamed up with Starbucks for a free Wi-Fi promotion touting the network’s Worst Week series that debuted on Sept. 22.
Worst Week centers on character Sam Briggs (played by Kyle Bornheimer), an entertainment magazine editor who will do anything to please his girlfriend’s parents, but manages to screw up whenever they are around.
Starbucks’ patrons who surf the Web using the AT&T Wi-Fi login page will see an ad for the new Monday night comedy series. Bornheimer and Erinn Hayes, who plays his girlfriend, pop up with the message: “Good Guy. Bad Luck.”
“Using wireless Internet access at Starbucks is becoming as commonplace as hearing folks order their favorite Starbucks latte,” said George Schweitzer, president of the CBS marketing group.
Schweitzer believes that the out-of-home effort will have an impact, given Starbucks’ “substantial demographic.” “You really have to find the right way [to tap into a mass audience], using the time and resources that will make a connection to a viewer,” he said.
Neoganda in Hollywood, Calif., handled the digital creative chores for CBS.