Headed into the final four episodes of its first season, El Rey Network’s “From Dusk Till Dawn: The Series” is launching a multi-platform promotion to drive tune-in.
Starting on Monday, April 21, fans can call into a party line at 1-800-315-2744 and have a two or three minute conversation with iconic character, Santanico Pandemonium, played in the series by Eiza Gonzalez. This role is credited with launching the career of Salma Hayek, who played the sexy vampire in the film.
In the Tuesday, April 29, episode, Gonzales will recreate the famous “snake dance” from the movie, featuring special makeup effects by “The Walking Dead’s” Greg Nicotero, who also oversees makeup for “From Dusk Till Dawn: The Series.”
During the phone call, Santanico will seduce the caller into answering the question, “what would you do for Santanico Pandemonium?” The best answers will be recreated as visual postcards and posted on a customized Tumblr page, hosted at SlavesForSantanico.com, and shared via other social-media platforms. As a parting gift, Santanico will provide a passcode so fans can log on to the site and collect exclusive digital rewards from the series.
The multi-media campaign was created by SapientNitro’s Campfire, with media planning by Media Storm and technology provided by Dinah Moe.
The full-brand experience will target consumers on three platforms, including mobile, radio and out-of-home. Mobile ads will be activated to simulate incoming calls from Santánico, while targeted radio spots featuring Santánico and Carlos Madrigal (Wilmer Valderrama) will tempt fans to dial in and become “Slaves for Santánico.”
“From Dusk Till Dawn: The Series” is centered around bank robber, Seth Gecko (D.J. Cotrona) and his violent, unpredictable brother, Richard “Richie” Gecko (Zane Holtz). The brothers find themselves wanted by both the FBI and Texas Rangers Earl McGraw (Don Johnson) and Freddie Gonzalez (Jesse Garcia) after a bank heist they pulled leaves several people dead.
While on the run to Mexico, Seth and Richie encounter former pastor Jacob Fuller (Robert Patrick) and his family, whom they take hostage. Using the family RV to cross the border, the group detours to a strip club that happens to be populated by vampires. They are then forced to fight until dawn in order to get out alive. The series deepens the tone and expands the storyline of the film, adds new characters and backstories, and explores the Meso-American mythology behind the creatures inside the club.
“From Dusk Till Dawn: The Series” is an El Rey Network production in association with Rodriguez International Pictures, FactoryMade Ventures, Sugar Cane Entertainment and Miramax.
Executive producers are Robert Rodriguez and Carlos Coto, who’s also the showrunner, as well as FactoryMade Ventures and El Rey Network co-founders John Fogelman and Cristina Patwa. Diego Gutierrez is writer and co-executive producer.
Tags: