We had to establish Donovan as THE hot new show of Summer, and we had to show the goods. We had a fantastic first episode and we showed it, online, on-demand, and throughout distributor portals and via our own network of digital distribution partners as much as two weeks before premiere.The final season premiere of Dexter was our lead-in, but we NEVER said, “If you like Dexter, you will love Ray Donovan.” We let audiences discover the show and draw their own conclusions.And, we began very early to define and describe who this guy was.Here’s one of the earliest spots we ran on air and syndicated on digital platforms, in February, “Meet Ray.”
Hollywood glamour and Boston Blue Collar collide in this series, but in Season One, we learn, very carefully and deliberately, that you cannot summarize Ray Donovan, his extended family, his work and his many relationships in a sound-bite. The tone is cinematic, big, bold, with great depth and power. The seriously absurd and the dark secrets of Hollywood and its characters are revealed.Take a look at the trailer.
It's the friend who first stumbles upon a wry internet meme, the neighbor who found that shop with incredible vintage glasses, and your co-worker who annually wins the Oscar pool. Research isn’t a chore for them – they’re constantly searching and uncovering new gems because they genuinely enjoy the discovery process. It's applied to everything -- TV shows, fashion, dining, travel, and even personal finances. There’s no pretense to it -- they’re forging their own path because it's more fun this way. For them, discovery is everything. They believe in the find.They're inherently social and everyone counts on them for the next marvelous discovery. It'll be truly authentic and addicting It's a new obsession, and they just can't resist telling everyone all about it.55/45 M/F 54%25-49
On the promotional front, on June 26, Showtime produced, with ZipCar, 4 popup drive inscreenings of Ray Donovan in 4 cities. With discounts and swag, the screenings were virtually free, and zipcar through in a rental on top of it. The efforts were supported with a variety of digital tactics.
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. “Can You Hit The Wall?”A live media-wall where fans could post pictures of themselves to the screen at the drive-in using #RayDonovanTwitter TriviaA series of on-screen trivia questions were provided to fans who could respond using #dexter or #raydonovan to see their responses on screenLive Twitter Q&A With Pooch HallFollowing the screening of Ray Donovan 101, Pooch Hall live-tweeted with both his fans and the audience at the screenings using #raydonovan
Showtime sponsored the official App for SXSW and was able to use the APIs for Twitter, Google Maps and FourSquare to seamlessly integrate our content into the experience. Ray Donovan got its first off-air exposure on the app and on the shuttle buses in and around Austin.
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.
3. Strategic Direction
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
6. 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
7. Digital Sampling & Other Tactics
Free On Demand
and iTV channels
Online and TVE
Free Full Episode
area of SHO
8. Promotion & Digital Integration
ZipCar Screening | June 26
ZipCar and Showtime produced 4 pop-up
screenings of Ray: NY, LA, Washington
DC and Boston.
9. 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.
12. 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.
13. 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.