Showtime Networks Inc. announced Tuesday that it will link with The Home
Depot Inc. on its first-quarter acquisition-marketing campaign, due to run Jan.
27 through April 30.
Consumers who subscribe to Showtime in that promo period will get $50 gift
cards good at any Home Depot store or Expo Design Center.
Showtime found in a recent test that the gift cards "generated an extremely
high response rate, well above standard cable offers," senior vice president of
marketing Geoff Rochester said in a prepared statement.
"Over the past year," the onetime Comcast Corp. marketing executive added,
"we've been taking our acquisition-campaign strategy in a new direction, working
with high-profile brands and offering high-value overlays."
Showtime will support the promotion with direct mail, door-hangers,
telemarketing and point-of-sale displays. There will also be a Hispanic
During the promo span, the network said its programming will include such
theatricals as Vanilla Sky, Jimmy Neutron and When We Were
Soldiers, as well as such original movies as Good Fences and
Deacons for Defense and series like Queer as Folk, Soul Food
and Penn & Teller: Bullshit!.