ON THE AMAZON KINDLE by OMD New York for Showtime

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ON THE AMAZON KINDLE

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released June 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: SHOWTIME
Product/Service: NURSE JACKIE TV SHOW
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: OMD , New York, USA
Director Ignition Factory US: Jonathan Haber (OMD)
Director Ignition Factory East: Paul Leys (OMD)
Project Manager Ignition Factory: Trevor Guthrie (OMD)
Channel Planning Director: Jay de la Cruz (OMD)
Media placement: Kindle E-Reader - Amazon Kindle Store - 01/06/2009

Results and Effectiveness
Showtime accomplished their primary goal of making Nurse Jackie the best premiere ever attracting over 1.35 million viewers (Nielsen). The secondary objective was to build buzz and conversation through creative sampling efforts and, ultimately, to get people talking about Nurse Jackie. Within 48-hours of launch, the script entered the Top 20 Kindle Downloads on Amazon.com and the Kindle Storefront, ahead of 330,000 titles – along with an 800% increase in blog/social conversations. Showtime was the first advertiser to create and implement a workable, monetisable ad solution for digital e-readers that added value to the consumer experience.

Creative Execution
In partnership with Amazon, Showtime developed the first-ever programme to offer Kindle owners the summer-long opportunity to download a free copy of the first script from Showtime's new show, Nurse Jackie. After reading the script, users were also given the opportunity to view the entire pilot episode on Amazon.com or SHO.com. The script would be made available through all Kindle reader devices which include the Kindle, Kindle 2, Kindle DX, Kindle on iPhone, Kindle on iPod Touch, and the Amazon.com Kindle reader. To enable free downloads, the regular “pre-baked” Amazon Whispernet (Sprint Wireless Network) fee-for-download was subsidised by Showtime. Along with cover art and a title page, the script came with the show’s schedule and a call-to-action urging readers to watch the premiere of Nurse Jackie. The platform would please Kindle owners (first-ever free, premium content!) and build a creative connection with their subscribers.

Insights, Strategy & the Idea
Premium television channels, such as Showtime, face very different marketing challenges than basic cable networks. As a premium channel, the goal is to increase subscriber retention and expose non-subscribers to programming content; this is done through programme visibility and user recognition in the value of the premium content. Beyond an effective ad campaign, Showtime relied on sampling to drive viral word-of-mouth and, ultimately, tune-in amongst their core target, TV enthusiasts. Aware this target seeks out and reads original scripts, Showtime wanted a unique approach to connect Nurse Jackie’s script with this audience. Showtime saw the wireless Amazon Kindle electronic reader as a groundbreaking new platform that could make a splash with the target and the media. But there was one small problem: the Kindle didn’t have an advertising platform. One would need to be invented and content would serve as the key to unlocking this new platform.