The Drum talks to Marcelo Guerra, VP of digital marketing at Showtime, about their multi-platform social and digital media strategy for hit horror show Penny Dreadful.
Explains Guerra, “Our approach going into season two energized core fans –encouraging advocacy around the new plot points and themes – and also drew in new viewers. Shareable content, targeted paid media, and partnerships helped us achieve our goals. For example, we used Vine and Twitter to create a Tarot card reading experience for fans; we had a 100 Days Of Penny Dreadful campaign using Twitter and Storify; and we curated a recap of season one using Victorian themed graphics on Facebook to refresh fans and prep for the new season premiere. In paid media, we executed a character campaign as a launch partner for Instagram’s new carousel ad product. And through partnerships with high profile YouTube content creators, we drove over a million views to Penny Dreadful inspired content.”
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