Culture

FX on a social-media blitz for 'Sunny' premiere

Network has ramped up a social-media campaign that includes Twitter, a blog, video, and a trailer mash-up creator.

Goin' back to Philly. FX

The absurdly offensive "It's Always Sunny in Philadelphia" makes its season-five premiere Thursday amid a hard social media push by the FX network.

In addition to the standard features (meet the cast, wallpapers, episode guide), FX has included Twitter integration, exclusive video clips, and an awesome trailer mash-up creator.

To collect the buzz around the premiere, its Twitter page is gathering all the tweets with the hashtag #sunnyfx. There seems to be a decent amount of activity there, but it should really pick up as viewers rush to Twitter to offer their thoughts on the first episode.

The creators (and stars) of the show have also flocked to Twitter, maintaining their own accounts: Glenn Howerton, Charlie Day, Rob McElhenney, and Danny DeVito.

By far, the coolest thing the site features is the trailer mash-up creator. Built on GorillaSpot's video editing platform, the mash-up creator features signature clips from all the seasons of "Sunny." You can splice these clips together, with music and titles to make your own season-five trailer. From there, you can post it to a variety of social-media sites including Facebook, MySpace, and Blogger. You can also get the embed code, which lets you place your creation anywhere. The trailer I created is included at the end of this post.

I love to see companies doing really innovative things on the Web with their marketing campaigns. Here, FX went above and beyond what's expected and created an engaging experience for fans and potential viewers.