‘Survivor’ Season 45 Marketing Campaign Places Huge ‘Buffs’ on Landmarks Across the Country (EXCLUSIVE)
variety.comMichael Schneider Variety Editor at Large As “Survivor” hits its 45th season this fall, CBS is building a new marketing campaign for the show inspired by its signature piece of clothing: The “Buff.” That versatile cloth that “Survivor” contestants have used as tube tops, bandanas and headbands since Season 1, will be seen at landmarks across the country over the next week, leading up to the series premiere on Wednesday, Sept.
27. As part of the “Survivor Buff Takeover,” famous locations that will be decked out with Buffs (which, yes, is a trademarked brand name and therefore capitalized) include the Green Giant in Blue Earth, Minn.; Make Way for Ducklings in Boston; Forever Marilyn in Palm Springs, Calif.; Ripley’s Believe It or Not!
in Los Angeles; Monster Monument at Dover Motor Speedway in Dover, Del.; Gulfstream Park’s Pegasus and The Dragon in Hallandale Beach, Fla.; the Tuska statue at University of Alabama; and the Ralphie statue at University of Colorado, Boulder. “We wanted to create something that made some noise for the show,” said Mike Benson, president and chief marketing officer at CBS. “That went beyond telling people that a new season was on, to reintroduce the program to viewers.
Something that was provocative and maybe only ‘Survivor’ could do.” In Dover, Miles the Monster will be wearing a Buff measured at 104 x 14 feet, making it the largest buff of all time.
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