CBS is partnering with the Black Eyed Peas to employ the group’s upcoming single “I Gotta Feeling” in the network’s summer marketing campaign.
Starting with Sunday’s telecast of the 63rd annual Tony Awards, CBS will use the as-yet-unreleased track for the next few months to promote its fall schedule.
The upbeat song carries the refrain “I gotta feeling that tonight’s gonna be a good (good) night” and was one of Entertainment Weekly’s recent picks for “song of the summer.”
“We were looking for a positive message to lead our summer-long promotional campaign,” said Ron Scalera, executive vp and creative director at CBS Marketing Group. “The Black Eyed Peas know how to make hits, and we know their music can help us make some hits of our own.”
For an accompanying tagline, the network is extending “Only CBS,” the slogan it created to sway advertisers during upfronts, to become part of its consumer campaign.