Full of Schmidt
If Max Greenfield's transmedia takeover proved anything, it's that the viewers are in dire need of more Schmidt. And New Girl knows he's their golden ticket — most of their meager transmedia paratexts already disproportionately focus on his hijinks.
But Greenfield's workout video showed there's so much more potential, so much more enthusiasm (from both the player and the audience) for a sustained, narratively immersive transmedia extension.
So, I give you the pitch for FULL OF SCHMIDT:
It’s 9:30 p.m. on a Tuesday night, and New Girl just wrapped up on Fox. During the latest episode, Schmidt dropped some groundbreaking knowledge on driving moccasins and styling chutneys. Your men’s grooming world just got rocked, and all you want is more. If only there was somewhere you could go between episodes to get your fill of sweet Schmidty wisdom.
Both adoring fans and the as-of-yet uninitiated will rejoice at the launch of New Girl’s next marketing campaign, FULL OF SCHMIDT. The web-first, mobile-supported campaign brings audiences the lifestyle blog they’ve been craving, and how! Curated by the sitcom showstopper himself, FULL OF SCHMIDT offers in-character insights on everything from juice cleanses to sexcapades.
In addition to blog posts like “Finding Your Inner Sexual Snowflake” and “How to Color Block for Brunch,” FULL OF SCHMIDT will roll out video tutorials that pull back the curtain on the Schmidt lifestyle, from his skin care regimen and in-traffic ab workout to his dance moves and signature cocktails. And what’s more, each of Schmidt’s blog posts and videos offers an opportunity for Fox to forge a marketing partnership with relevant brands. Want to know which loafers to wear when? Schmidt and Nordstrom have got your back. Or what about what the material of your bed frame says about your style in the sheets? Schmidt and Pottery Barn, at your service.
To reach another platform, FULL OF SCHMIDT will feature Spotify playlists with Schmidt’s hand-picked tunes for getting pumped everywhere from the weight room (“Booty Burnin’ Beats”) to the boudoir (“Ditties for Getting Down”). Users can stream the playlists straight from the FULL OF SCHMIDT website or access them on Spotify and share them with their friends on the app.
The mobile app features all of the Schmidty goodness that can be found on the website, plus one more feature that users won’t want to miss. If an app user opts in for #Schmiditicisms, the app will send their iPhone or Android push notifications every couple of days with tweet-sized nuggets of Schmidt-kissed gold. Opening the notification brings them back into the app, where sharing the #Schmidticism on Facebook or Twitter is just a click away. With one-liners like “Bathtubs are Medieval filth cauldrons #Schmidticism” and “Outliers — you should read it. Malcolm Gladwell. It’s one of my desert island books, along with the scripts from the first season of Vampire Diaries #Schmidticism”, #Schmidticisms will be trending on Twitter and FULL OF SCHMIDT will go viral faster than you can find those missing driving moccasins.
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