ABC wasted no time taking advantage of the hype around Thursday night’s release of Taylor Swift’s early-awaited new single, “Look What You Made Me Do.”
Less than an hour after Swift’s song had dropped, the network released a new promo for next month’s season premiere of its TGIT lineup—Grey’s Anatomy, Scandal and How to Get Away With Murder—which featured “Look What You Made Me Do.”
The spot contains no new material from any of the three shows, and recycles promo footage shot last season with stars Ellen Pompeo, Kerry Washington and Viola Davis touting the return of TGIT following Washington’s maternity leave.
Grey’s Anatomy, which has a two-hour season premiere, and How to Get Away With Murder return to the lineup on Sept. 28. Scandal makes its season debut one week later, on Oct. 5.
After teasing fans for several days, Swift revealed Wednesday that her album, Reputation, will be out Nov. 10, and its first single would be released on Thursday night.
Less than an hour later, the social media accounts of ABC’s three TGIT shows began pushing out the new promo, with hashtags for #TGITaylor, #Reputation and #LookWhatYouMadeMeDo.
That was followed by a Twitter mention from Shonda Rhimes herself, who produces all three TGIT shows.
Swift is a huge Grey’s Anatomy fan—she named one of her cats Meredith, after Ellen Pompeo’s character on Grey’s Anatomy, and also cast the actress in her music video for “Bad Blood.”
While Rhimes and her TGIT stars are celebrating the new promo, “Look What You Made Me Do” was largely mocked on social media in the hours after its release, with The Daily Beast calling Swift’s song “aggressively bad.” Swift will premiere the music video for “Look What You Made Me Do” during the MTV VMAs on Sunday.
The Swift promo is one of ABC’s first big marketing swings under Rebecca Daugherty, who late last month was promoted to evp, marketing, and tapped to oversee the department. She replaced Marla Provencio, who stepped down in February after 35 years with ABC.
ABC’s marketing department had a bumpy summer prior to Daugherty’s promotion. Earlier this month, ABC Entertainment president Channing Dungey revealed that the company had pulled a controversial Bachelor in Paradise spot which seemed to revel in the sexual assault allegations that had caused the show to temporarily be removed from the schedule.