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Selling a Serial Killer

Mar 2, 2008  •  Post A Comment

Showtime Network’s highest priority of 2007 was the launch of original series “Dexter,” a criminal drama about a Miami forensics expert by day and vengeful serial killer by night (but you’ll like him).
The launch plan leveraged the cable net’s free preview weekend sampling and, post-premiere, the show’s slew of critical kudos.
Showtime went directly for subscribers’ jugular with innovative activations that included (but were not limited to):
– A “false news” story in popular commuter magazines.
– Netflix mailers targeting users who were ordering and watching shows similar to “Dexter.”
– Two hundred bus wraps in Miami, the show’s setting, as well as aerial banners flown along the coast.
– A custom showcase created for the entire TiVo and DirecTV universe, which prompted users to set their season pass to record each new “Dexter” episode and invited interaction with custom content such as character profiles.
– The buzzworthy Dexter Mobile Crime Unit, with street teams in select markets such as New York, L.A. and Miami that acted out scenes from various “Dexter” storylines.
– A buy with TVGuide.com using Rovion technology and the interactive TiVo showcase to encourage users to view custom content and record the show.
– A unique “Dexter” microsite highlighting online efforts via an integrated deal with AOL in which visitors could walk through a virtual crime scene game and players were eligible to win a $5,000 prize — and, creepily enough, the opportunity for AIM users to interact with a Dexter AIMbot through conversations with what seemed like a very real person.
“Dexter” premiered in October to some of the strongest overnight ratings Showtime had ever seen. Now in its second season, it’s also airing Sunday nights on CBS.

4 Comments

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  4. I am not really sure if top practices have emerged almost things similar to that, but I am sure that your big job is visibly recognized. I was wondering if you offer one registration toward your RSS feeds as I would be extremely concerned.

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