29. Omnimedia Marketing: The Case of The Lone Ranger

  1. Nicolas S. Witschi
  1. Chadwick Allen

Published Online: 27 MAY 2011

DOI: 10.1002/9781444396591.ch29

A Companion to the Literature and Culture of the American West

A Companion to the Literature and Culture of the American West

How to Cite

Allen, C. (2011) Omnimedia Marketing: The Case of The Lone Ranger, in A Companion to the Literature and Culture of the American West (ed N. S. Witschi), John Wiley & Sons, Ltd, Chichester, UK. doi: 10.1002/9781444396591.ch29

Editor Information

  1. Western Michigan University, USA

Author Information

  1. The Ohio State University, USA

Publication History

  1. Published Online: 27 MAY 2011
  2. Published Print: 15 APR 2011

ISBN Information

Print ISBN: 9781405187336

Online ISBN: 9781444396591

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Keywords:

  • omnimedia marketing - the case of The Lone Ranger;
  • omnimedia marketing, and westerns - coordinated advertising campaign, networked through all media;
  • omnimedia marketing, promotion of Star Wars - epic space western set “a long time ago in a galaxy far, far away”;
  • Lucas, 20th Century Fox, and their promotional machines - strategies for omnimedia marketing;
  • Disney Corporation's Davy Crockett television series - five episodes, wildly popular with young viewers;
  • history of omnimedia marketing of westerns - American homes, propelling Davy Crockett and other series into franchising;
  • The Lone Ranger, Inc.'s assertion of its role - arbiter of American values, codified in an official creed;
  • children and adults, listening to The Lone Ranger radio program - three evenings a week;
  • serials, grains, and gold, words from sponsors - early commercial sponsors of The Lone Ranger radio program;
  • branding national iconicity, the Lone Ranger brand - shifting emphasis, broad-based consumerism to more wartime ideologies

Summary

This chapter contains sections titled:

  • The Lone Ranger, Inc.

  • Marketing a Masked Rider

  • Serials, Grains, and Gold: Words from our Sponsors

  • Branding National Iconicity

  • Renewing a Legend, Reviving a Brand

  • References and Further Reading