Tuesday, 30 September 2008 |
The TV world isn't exactly a trailblazer when it comes to marketing but we've discovered a fun exception. The series 3 launch of cult 'serial killer' TV show Dexter by Showtime took a guerrilla marketing approach to the launch, mounting fake pop-up news stands in heavily trafficked public spaces in cities across America including New York (positioned right by Central Park), Philadelphia (at 30th Street train station), Los Angeles (outside the Kodak Theater), Chicago (in the financial district) and San Francisco (Union square). The stands featured the show's star Michael C Hall on mock covers of high-profile magazines like Rolling Stone, The New Yorker and GQ. Snacks wrapped in suitably blood-red packaging also figured on the stands.
The two-day pop-up pieces debuted on the weekend to coincide with the airing of the first episode. The innovative idea was dreamt up by experiential marketing agency Pop2Life that also came up with last season's national launch campaign which consisted of custom-made fountains spitting fake blood. Fake blood fountains and fictitious news stands - we can't wait to see they do next season. - Lisa Evans
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Dexterous Marketing 
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