Get ready for the 45th season of “Survivor” because it’s about to make a big statement across the country. CBS, the network behind the popular reality show, is launching a new marketing campaign that will place “Buffs,” the iconic piece of clothing worn by contestants, on famous landmarks. The campaign aims to generate buzz and excitement leading up to the show’s premiere on September 27.
The locations that will be decked out with Buffs include the Green Giant in Blue Earth, Minnesota, Make Way for Ducklings in Boston, Forever Marilyn in Palm Springs, Ripley’s Believe It or Not! in Los Angeles, Monster Monument at Dover Motor Speedway in Delaware, Gulfstream Park’s Pegasus and The Dragon in Florida, Tuska statue at the University of Alabama, and the Ralphie statue at the University of Colorado.
Mike Benson, president and chief marketing officer at CBS, explained that the goal was to create something unique and attention-grabbing for the show. The idea was to go beyond simply announcing a new season and instead reintroduce “Survivor” to viewers in a provocative way that only the show could do.
One highlight of the campaign is the creation of the largest Buff ever made, which will be worn by Miles the Monster at Dover Motor Speedway. This Buff measures a whopping 104 x 14 feet. Other landmarks will also have Buffs of varying sizes, including Pegasus in Florida wearing a 66 x 11 foot-long Buff and the Green Giant in Minnesota sporting a 40 x 5 foot-long Buff.
In addition to landmark takeovers, CBS has collaborated with NFL and NCAA mascots like the Seattle Seahawks’ “Blitz,” the University of Alabama’s “Big Al,” and the University of Colorado’s “Chip” to sport “Survivor” Buffs. Fans at home can also join in on the fun with augmented reality lenses on platforms like Snapchat and TikTok, allowing them to don their own Buffs virtually.
Despite “Survivor” being on the air for over two decades, Benson believes that the show continues to attract new generations of viewers. The recent pandemic has also introduced a whole new audience to the show. Benson added that there’s a lot of life left in “Survivor” and that it remains one of the best competition shows on TV.
To celebrate the premiere of “Survivor” Season 45, the Empire State Building in New York City will be illuminated in the colors of each tribe, representing the three main factions of the show. Additionally, viewfinders at the building’s 86th floor Observatory will be adorned with Buffs.
To kick off the premieres of both “Survivor” and “The Amazing Race,” there will also be a special drone show in Los Angeles near Hollywood and Highland. This dazzling display will take place on September 23 at around 10 p.m. and promises to be a spectacle worth watching.
With its creative marketing campaign, “Survivor” Season 45 is sure to make a big splash both on and off the screen. Fans can’t wait to see how the show continues to captivate audiences and deliver thrilling competitions.
