Visionary Marketer Award PresentationPresentation Transcript
The highly anticipated Ray Donovan premiered Sunday,
June 30th at 10pm. Supported by one of the largest
marketing campaigns for a Showtime original series to
date, efforts worked to establish Ray Donovan as The
Next Great Showtime Original Series, following in the
steps of Dexter and Homeland. With the final season of
Dexter as the lead-in, Ray Donovan was exposed to the
enormous Dexter audience, creating a record breaking
night of television on Showtime.
Strategize and Synchronize –
The Communications Rollout
The communications rollout plan focused on three
phases during the period - building awareness of the
new Showtime original series, placing Ray Donovan
within the consideration set of the target, and driving
tune-in to the premiere.
Establish Ray Donovan as the hottest, most
buzzed-about new television series of this summer
START EARLY TO DEFINE COMPLEX
Go as broad as possible to reach a mass audience.
Utilize full episode sampling as a vehicle to gain
momentum and early awareness
Use the massive success of Dexter as the launch
pad for Ray Donovan
Tone: Cinematic scale, depth and power. Toggle between the bright, flashy, absurdity
of Hollywood glamour with the gritty, serious, violent darkness of the Donovans.
In the glamorous, sexy, over-indulgent
world of Hollywood, Ray Donovan
discreetly arranges and conveniently
erases all of the dirty little secrets of LA’s
elite; but when it comes to his own family
secrets, they’re about to be exposed.
Hollywood glamour and Boston blue collar
collide in this family drama of revenge,
denial and an insatiable quest for money
While broad marketing efforts targeted entertainment
enthusiasts and Showtime subscribers, key tactics
worked hard against a clearly defined core target—the
Target Audience | The Self Educators
We're targeting the trend-spotters, the urban adventurers, the people
in relentless pursuit of the Next.
Annually wins the Oscar pool
Love discovery of food, fashion, TV, movies
Research is not a chore
They're inherently social and everyone counts on
They just can't resist telling everyone all about it.
55/45 M/F 54% 25-49
Digital Sampling & Other Tactics
Free On Demand
and iTV channels
Online and TVE
Free Full Episode
area of SHO
Promotion & Digital Integration
ZipCar Screening | June 26
ZipCar and Showtime produced 4 pop-up
screenings of Ray: NY, LA, Washington
DC and Boston.
ZipCar Drive-In Social Integration
In support of the Showtime ZipCar
Drive-In promotion, SHO Digital Media
developed a series of on-screen social
touch points for both fans at the drive-
in and fans of Ray Donovan to engage
with around the screenings.
Donovan was featured prominently
as part of the Showtime Brand
campaign at South By Southwest
(SXSW) in early March.
Additionally Ray Donovan episode
one was screened for a select group
of influencers attending SXSW.
Donovan Owned SXSW
Building a robust social community
A strategic rollout of content
Donovan Facebook community grew faster
than any previous Showtime series.
Place Ray Donovan in the consumer consideration set
Two months out from premiere,
messaging and media focused on
generating intrigue, further defining
Ray and his world and broadening
the context of the characters.
Influence intent-to-view, through carefully targeted opportunities, online & off.
Full Throttle Launch to the Premiere – Driving Tune In
Defamer Launch Sponsorship
Ray Donovan Tumblr Page
Pooch Hall 3-Part Video Production
Innovative NYT iPad App
Robust Digital Media Campaign
Ray Donovan makes network history as Showtime’s
highest-rated series premiere EVER.