Nellie Andreeva

After tapping into the social media zeitgeist last year with a campaign built around the popular “Keep Calm” Internet memes, Warner Bros TV is going low-tech, grassroots and green for its 2013 Emmy campaign. Starting next week, the studio will distribute 11 different show-specific reusable tote bags for some of its top series at farmers’ markets in Sherman Oaks (May 14), Beverly Glen (May 18), and Brentwood (May 19). The series featured are The Big Bang Theory, The Following, 2 Broke Girls, Arrow, The Mentalist, The Middle, Mike & Molly, Person Of Interest, Revolution, Suburgatory and Two And A Half Men. The farmers’ market campaign, which will have a strong fan element, will be anchored by a fully wrapped Airstream trailer where episodes of select WBTV series will be screening. Additionally, it will include artists applying glitter tattoo and nail art featuring staples from Warner Bros series, including Soft Kitty and the atom logo from The Big Bang Theory, a raven from The Following, the Revolution power button, and cupcakes from 2 Broke Girls. Visitors also can have their photo as their favorite WBTV character taken at the SocialPix station and upload images to Facebook, Twitter, Instagram, etc. using the hashtag #WBFYC.

In addition to the farmers’ markets, bags will be handed out for free at various trendy LA locations, including Al’s Newsstand Beverly Hills, Book Soup, Bay Cities Italian Deli & Bakery, Clover Juice, Comics Factory, Dylan’s Candy Bar, Golden Apple Comics, Meltdown Comics, Sherman Oaks Galleria Valet Parking, Vanilla Bake Shop, Yummy Cupcakes and World Book & News, among others. “While this campaign targets Emmy voters, there is also a consumer-facing element as we are always looking for a way to stand out and create fun conversation with our fans,” says Lisa Gregorian, Chief Marketing Officer, Warner Bros TV Group. “We loved the idea of distributing these reusable bags around town in the spots where Angelenos hang out while also creating an experience at farmers’ markets for Television Academy members.”

TV Editor Nellie Andreeva - tip her here.