The producer of the hit TV show "Cougar Town" Bill Lawrence says that in this age of DVRs and social media, on-air promotion for established shows is far less important than the viral marketing campaigns that the producers of these shows create. During his show's long hiatus, he and a number of "Cougar Town" stars have taken to Twitter, Facebook and other websites to keep the show fresh in viewers' minds and make sure that they were prepared for its return.

For instance, Lawrence and co-creator Kevin Biegel produced a series of videos for Vulture, which pitted the show's actors against its writers. They also took to the Facebook page of Lawrence's previous show "Scrubs", producing videos featuring "Scrubs" alums to try to bring fans of that show over to "Cougar Town".