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Trial and Error

Showtime Gets Creative With Yahoo 'Dexter' Promos

September 24, 2008 10:37 AM

Showtime’s “Dexter” has made its mark not just by showing the other side of serial killers (who knew there was another side?), but also by harnessing online media in interesting ways to promote the show.

Last year, Showtime sifted through search term data to better understand how online consumers searched for information about the show and then tweaked its marketing accordingly.

Now, to promote “Dexter’s” Sunday season premiere, the network will launch an innovative online campaign on Yahoo starting Thursday.

As part of the marketing push, the network has created a cool semi-takeover ad for the Yahoo home page that slathers images of faux magazine covers featuring “Dexter” characters. You can see a preview here.

From that page you’ll then be able to click through to a “Dexterized” Yahoo page with advertorial content.

“Dexter” also will take over Yahoo Mail, so watch for a pool of blood when you log on.

In a nutshell, the Yahoo campaign is the online variation of Showtime’s major print tactic of having “Dexter” mimic the cover of many iconic magazines, which is out now. The creative agency behind the campaign is Mammoth Advertising and the media buy is by Initiative.


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