One of the many projects we are involved with is the production of a television pilot called MotorSport Ranch. Once we sold the pilot to INHD (a cable HDTV network) we needed a way to generate interest in the program so that they would pick up the full series. HDTV viewership is so small that a little buzz might turn our niche reality show into a modest HDTV hit.

First, I created a blog to detail the process of making a television program from concept to sale. The blog generated a modest amount of traffic and a little buzz in the HDTV community. We had a website for the program, but it did not seem to index well and had very few visitors – on the other hand the blog averaged a couple of hundred viewers per day.

Recently we received an air date for the program (8PM CST on July 2nd) and we wanted to get the word out to the HDTV viewers across the US (INHD is available in 47MM homes across North America). I decided to issue a press release. First I drafted a release about the show, how great it was, where it would air, when it would air and so on. I threw up all over the release. Next I wrote another draft and made the subject the blog about the making of the show (oh and fyi here is the time and date of the premiere). This generated a HUGE amount of traffic. Typepad (the home of the blog) had a hard time keeping up with the requests and we surpassed our bandwidth allocation.

So the story was about the Blog about the making of the show, instead of the show itself. We have had write ups about the show in various online outlets, magazines (including MyBusiness Magazine, Entrepreneur Magazine, Black Enterprise Magazine) and several other publications yet to be released. So we got what we wanted – buzz about the show and a bigger story about our blog.