Dexter New Blood
When one of television’s most iconic characters comes back after a decade-long absence, you gotta pull out all the stops. Not only was Dexter a network-defining show, the series’ return was a huge opportunity to bring lapsed viewers back into the Showtime fold.
Our biggest campaign of the year included feeding the fans with a slew of digital and social content, a massive long lead push, international and domestic out-of-home saturation, and partnerships with Amazon, Budweiser, JetBlue, and Waze to name a few. The results didn’t disappoint. Dexter New Blood was the #1 sign-up driver of all time, and a huge rating success—a killer campaign indeed.
RESULTS
MOST FOLLOWED SHOWTIME SERIES
MOST NEW SIGN-UPS IN HISTORY
MOST WATCHED NEW PREMIUM DRAMA PREMIERE
8MM+ WEEKLY VIEWERS
MOST WATCHED SHOWTIME FINALE IN 8+ YEARS
Multiple key art finishes made for bloody good OOH.
From digital motion boards, to aerial banners to spectacular installations and more, long lead summer OOH billboards kept our killer hidden save for a trail of blood leading up to a multi-image reveal of our antihero as the premiere approached.
The campaign extended into digital media and via major partnerships with Amazon, Budweiser, JetBlue, and others. A podcast with show writer Scott Reynolds and a constant flow of killer content on socials superserved the fans.
A massive cross-platform video campaign was the life blood of both pre-premiere and in-season.
Misunderstood Tease
See it all in this integrated campaign video.
Dexter New Blood Integrated Campaign