The FX Networks show, entering its third season on September 13 has made a name for itself by wallowing in the seedier side of human nature. Perhaps you've seen the ubiquitous ads parodying Apple's "Mac vs. PC" campaign, where the show's character, Mac is besieged by his co-stars, who identify themselves as "Pervert Clown" and "Possibly Contagious." Or maybe you've found the show's new R-rated video on Will Ferrell's Funny or Die site, where Danny DeVito's, um, unusual contract terms are discovered by show star and writer, Charlie Day. Now you're getting the picture.
The show's new microsite offers episode guides, clips and character descriptions to acquaint newbies with the crew. But it also has plenty of features to keep fans busy, including exclusive video, community offerings both on MySpace and FX Communities, downloads and show previews. There are some nice touches, like when you turn off the music or sound effects on the site, it makes a disappointed groaning noise, as if your computer is sad for you to miss a single minute of the misanthropy.
The overall campaign integrates the microsite and TV spots with the "Sunny RV Tour," a live road trip where fans can meet some of the cast, talk to other fans and take a "screen test" that will be uploaded to microsite's video section.
-- Jodi Harris, managing editor, iMedia Connection
If you think that's a really expected way for an author to begin a review, you're right. But that's kind of my point. The site deserves a good review -- it has lots of nice features like videos from the show, an episode guide, a fan community, a link to a MySpace profile, and information on a national tour to promote the show. But that's sort of what I've come to expect from a television show's website. Maybe the national tour is above and beyond, but they're getting ready to launch their new season, so it makes sense.
I appreciate the effort that went into this site. There's plenty of content and it's delivered with significant flash and slickness. But I have to say, the interface seems to get in the way (why is everything in a new pop-out window?). For a laugh out loud funny show, why not let the funny stuff be the star? Show me the funniness upfront, and be clear and straightforward about how I can get more engaged with all the other features.
The site is fun and playful and certainly does its job, but it has a few faults. I laughed out loud, but not until I found my way to the exclusive videos. As nice as all the other features are, I wouldn't say they set the site apart from other TV show websites. Overall, its nice, but a far cry from groundbreaking.
-- Dave Clark, interactive creative director, Draft FCB
It's like the creators of this site read the "Online Show Promotion" best practices handbook and put this together. It's all here. Lead with the stars and video clips. Let the user guide the experience and give them control over sound. Include episode guides, wallpapers, buddy icons and some type of social networking tie-in and then wrap it in a nice Flash creative treatment that reflects the tone and character of the show. They even threw in a mobile component and in-page video clips. This works. It doesn't try to be creative for the sake of creative. It's simple and to the point -- here's the show, here's what we're about, tune in. Good job.
-- Matt Wright, director, online video strategy, HowStuffWorks