Here’s an interesting twist on the “low-rated cult favorite on life support” trend: the ABC network has created an ad campaign urging fans of its admired but struggling sitcom Happy Endings to help save the show by…you know, watching it live.

It’s almost like a mirror image of the challenge faced by critics’ favorites 30 Rock and Community, whose stars Tina Fey and Joel McHale accused NBC (in classic passive-aggressive style) of failing to properly promote their shows. In those cases, the actors themselves encouraged fans to voice their support via grassroots social media campaigns.

Of course this isn’t really groundbreaking public relations news, but it’s interesting because we’ve never heard of a network pulling a marketing move like this before — and something tells us that it will become more common as the TV business model changes to keep up with every other form of content distribution. Here’s the spot:

There’s also a hashtag and some funny tweets:

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