Spike TV Puts Real Dollars Behind The Kill Point
Cable Network Backs Limited Series with Innovative Campaign
By Jason Braff -- Multichannel News, 7/18/2007 2:20:00 PM
Bigness.
That is what Spike TV director of marketing Todd Ames is gunning for in marketing the network’s new eight-hour bank-heist limited series, The Kill Point.
Indeed, it doesn’t get much bigger than traveling billboards that ride on 18-wheeler Mack trucks in Boston, Los Angeles and New York. The marketing ploy will be sure to grab people’s attention: 1.4 million per city, to be exact, by Spike’s estimation.
Spike’s biggest project of 2007 will not only follow viewers in the streets, but in their wallets. Spike will disseminate 24,000 real $1 bills with stickers of The Kill Point star John Leguizamo’s face supplanting George Washington’s presidential mug. The Leguizamo currency will be randomly distributed to places such as delis, bars, malls and restaurants in Los Angeles and New York, so consumers, after buying a ham sandwich or a beer, will not only take home the bills, but a point for The Kill Point.
“One of my philosophies is to try to deliver the program in the marketing itself,” Ames said, pointing to the connection between the show’s focus -- a bank robbery -- and cash.
The multimedia, multimillion-dollar push behind the show -- on par with the support Spike has delivered behind the Ultimate Fighting Championship and series Blade -- also extended into national and local television, plus radio buys.
Moreover, The Kill Point has benefited from outdoor exposure in New York and Los Angeles in the form of subway platforms, phone kiosks, bus kings and bus shelters, among other platforms.
Online, Spike TV not only ran schedules on varied Web sites, but took aim at those more likely to be interested in the show through “word-of-mouth” marketing. Spike staffers went onto blogs and chatrooms where users were already discussing themes similar to the ones found on The Kill Point and posted links to learn more about the new show.
“We took a 360-degree approach to push-and-pull media,” Ames said.
The show’s two-hour premiere is scheduled for July 22 at 9 p.m., and it will be followed by four one-hour Sunday-night installments before concluding with a two-hour finale Aug. 26.
The initial entry Sunday night will air with limited commercial interruption, as DirecTV and upcoming Matt Damon flick The Bourne Ultimatum are the exclusive advertisers for the premiere. At press time, Ames was unsure if Spike would deploy something similar for the two-hour finale.
Every week, SpikeTV.com will supplement the linear shows with original broadband episodes, revealing parallel plot lines. The Webisodes will feature the character “Deke,” and will give a back-story to The Kill Point that won’t be offered on television.
According to Ames, TV viewers who do not see the digital content are at no disadvantage: The Webisodes will merely be “augmenting and enhancing” the viewer’s experience with the series if they choose to watch.
The Kill Point episodes also will be available for download on iTunes and Amazon.com, as well to Xbox Live Marketplace subscribers in HD.
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4 them 2 do that in pittsburgh its great. 1 of the greatest cities in the world much deserved. i saw a few guys from the wire on there that was kool also.
steelers1 - 7/23/2007 12:57:00 PM EDT -
I thought it was a movie I had not heard any thing about the show. I think th first episode was great. I loved it! I can not wait for next week. Thanks for a great show.
Denise
Denise - 7/22/2007 9:58:00 PM EDT
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