Everyone likes to watch movies or TV to which they can relate.

At least, that’s what Showtime is banking on with its marketing campaign for Billions, the new financial drama starring Paul Giamatti and Damian Lewis from executive producers Brian Koppelman (Rounders), David Levien (Ocean’s Thirteen) and New York Times financial reporter Andrew Ross Sorkin.

Leading up to the show’s heavily-marketed Jan. 17 premiere, the network is specifically catering to Wall Street’s bankers and financiers, according to Adweek. In one really targeted co-promotion Showtime is hosting a pilot screening and panel discussion with Koppelman and Levien at Goldman Sachs New York headquarters that will be livestreamed to 22 Goldman Sachs offices around the country on Jan. 14.

On January 15, Showtime is sponsoring free access to The Wall Street Journal’s website, bringing down the paywall for a day.

Showtime also has teamed with Jetsetter, TripAdvisor’s upscale and classy travel buddy, for a Billions-themed survey. And in conjunction with Shazam, viewers can scan actual money to receive exclusive Billions content and enter for a chance to attend a screening of the show’s pilot.

Showtime, of course, aspires to reach as many people as the show’s title, not just targeting bankers.

“We’re screening the show probably more broadly than we have any other show prior to its premiere,” Showtime EVP and CMO Don Buckley told Adweek. .

Screenings are scheduled at Spotlight Cinemas in the 10 largest U.S. cities, and several of the network’s cable and satellite partners are offering Showtime for free January 15 thru 17, the weekend of the show’s premiere.

Brief Take: Getting the word out to one small group of influencers and letting them amplify that message makes sense in today’s world of social media.

Read more: Adweek

[Cube image courtesy of Showtime via Adweek]

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