CBS’
comfy blue sofa tour
The Challenge
Before kicking off their Fall Premiere Week, CBS launched the Comfy Blue Sofa Tour to celebrate the evolution of beloved sitcoms into ‘Sit-DOWN’ comedy. This immersive touring experience invited fans nationwide to get excited for the return of Fall TV by enjoying the best seat in the house. In partnership with Lovesac, the tour featured a strikingly oversized blue sofa that traveled across the U.S. for a month, making stops in various CBS markets. Notable highlights included a Sit-DOWN Comedy event in LA with some of the biggest influencers in attendance, a fun inflatable dip in Lake Erie, and a prime viewing spot at Albuquerque’s Hot Air Balloon Festival. The Brand Agency spearheaded media relations for the tour, securing both national and local attention while inviting local influencers to experience the comfy blue sofa at each stop.
data-driven results
The Brand Agency implemented our three-pronged event strategy to boost visibility for the Comfy Blue Sofa Tour. This approach included curtain-raiser coverage, ongoing press and social media engagement throughout the tour, and invitations for local press to attend each stop. We engaged leading outlets in entertainment, marketing, and local broadcasting for coverage. This resulted in over 14.3 billion media impressions, with features in notable outlets such as Event Marketer, Ad Age, Entertainment Tonight, Collider, The Hollywood Reporter, and Cinema Blend, along with local press and social media attention from each tour stop. In addition to our media tactics, The Brand Agency tapped into our strong influencer network in each location, bringing creators to each stop and garnering over 126M impressions in organic social coverage along the way.
