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Trump, Hurricanes, Football, and Peak TV Force Networks To Rethink How They Promote Fall Lineups

To cut through the clutter, networks are increasingly relying on fans to do the heavy lifting — by sharing campaigns on social media; ABC and CBS even recently painted the same L.A. wall for Instagram-friendly murals.

(l-r): James Frain; Doug Jones; Sonequa Martin-Green during the ÒStar Trek: DiscoveryÓ Gallery Takeover at Comic-Con 2017, held in San Diego, Ca. Photo Cr: Francis Specker© 2017 CBS Interactive. All Rights Reserved.

“Star Trek: Discovery” stars James Frain, Doug Jones, and Sonequa Martin-Green at San Diego Comic-Con

CBS

ABC

— A mural for “The Mayor” being painted by artist kaNO on Melrose in West Hollywood. “We want people to come take pictures in front of these murals,” said Daugherty, who noted it doesn’t even have an ABC logo attached. “It’s a fun way to get the shows out there.”

“Black-ish” emoji

ABC

— A “Black-ish” emoji that will autopopulate in users’ tweets as they use variations of the show’s official hashtag #blackish. “It’s really important for us to make sure viewers know that ‘Black-ish’ is moving (to Tuesdays), so that we not only keep the audience and move them over but gain a new audience,” Daugherty said. “That’s a huge priority.”

— A special Facebook lens lens for “The Good Doctor” that mimics what Dr. Shaun Murphy (Freddie Highmore) sometimes sees when diagnosing patients.

CBS

— “Young Sheldon” promotions included viewing parties for the recent solar eclipse, with solar glasses and buttons; a sticker pack featuring character faces, iconic images, gifs, and memes from “Young Sheldon” and “The Big Bang Theory” that users can share on iPhones and Androids; and “Young Sheldon” coffee sleeves in New York and Los Angeles stores.

— “Me, Myself and I” included a photo destination across from the Paul Smith wall; a website named MorphMyselfandI.com, which allows users to upload/take a picture of themselves and see their photo “age” virtually; and chorks (chopstick/fork combo utensil) and table wedges, both of which were invented by Bobby Moynihan’s character in the pilot, given away at state fairs.

“Star Trek: Discovery” rooftop ad along the LAX flight path

CBS

— Other promotions include a rooftop ad for “Star Trek: Discovery” within the landing pattern to LAX, as well as a major San Diego Comic-Con exhibit; a branded promotion for “SEAL Team” at 24 Hour Fitness centers; a “9JKL” sweepstakes with website Apartment Therapy to pay a winner’s rent; Shemar Moore lookalikes, promoting “S.W.A.T.” at New York Comic-Con; and other giveaways including “S.W.A.T.” fly swatters, aviator sunglasses, cups, and T-shirts.

“S.W.A.T.” fly swatter

CBS

Fox

— A customized vending machine in Los Angeles and New York to promote “The Gifted” by allowing users to “test their X-gene powers.”

— More than 28,000 people applied to “The Orville” sweepstakes where winners would receive a membership to a Cryopreservation program.

— An “Empire”/”Star” music video promoted the shows’ Wednesday crossover.

NBC

— Shake Shack created two “Will & Grace”-themed milkshakes: the Will & Grace Shake ($5.99): Cinnamon marshmallow frozen custard blended with Shack fudge and topped with whipped cream, and cinnamon sugar; and the Jack & Karen Shake ($5.99): Strawberry frozen custard blended with prosecco and topped with whipped cream, rainbow sprinkles, and raspberry dust. For every shake sold, Shake Shack and NBC donated $2 to GLAAD.

The CW

— One “Dynasty”-themed bus daily on the Hampton Jitney bus between Manhattan and Eastern Long Island, with gifts for passengers, and a contest with StyleHaul for a luxury spa weekend in Los Angeles.

— For “Valor,” the CW will donate to fund a service dog for a vet in need through the Chive Charities initiative.

— A “Riverdale”-themed “Pop’s Chock-lit Shoppe” will be set up at the iHeartRadio Music Festival Daytime Village.

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