ABC Pushes 'Pushing Daisies'

But not the upcoming series "Pushing Daisies." ABC has decided that this "forensic fairy tale" drama-romantic comedy about a man who can reverse death with a touch, deserves some extra attention.

The marketing push began with summertime spots running in movie theaters. Then came the public screenings, including the quickly growing San Diego Comic-Con, the Hollywood Forever Cemetery, and at the upcoming New York Television Festival on Sept. 8. There also are the more traditional on-air radio ads, TV promotions, and the billboards. There are even glossy pop-up paper daisies waiting to spring into promotion in various magazines.

ABC has made an extended preview available on YouTube.

The most interesting marketing strategy, however, is handing out to the general public thousands of daisies with tags attached promoting the show.

"Pushing Daisies" centers on a piemaker, Ned (Lee Pace), who can bring the dead back to life with a touch, but if he touches them again they die permanently. Ned end ups working with a private investigator by resurrecting murder victims to solve their crimes. In the pilot, Ned uses his abilities to resurrect his childhood sweetheart.

Creator and executive producer Bryan Fuller said he is thrilled with the marketing plan. Fuller’s credits include the hit series "Heroes" and
"Wonderfalls," which to the disappointment of a loyal fanbase was quickly canceled. And just to show how much he likes the dead, he also was the man behind the quirky Showtime series "Dead Like Me." Fuller has experienced both ends of the marketing support continuum.

"'Heroes' got a great marketing push from NBC and that was a
fantastic experience, to have people be aware of" it, Fuller said. "With 'Wonderfalls,' friends said, 'Hey, when is the show coming on?' I said, 'It was canceled a month ago.'"

"Pushing Daisies" premieres on ABC Oct. 3 and in Canada on CTV on Oct. 2.

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