To build buzz around its new reality series, The Takedown, Court TV is sponsoring a series of stunts, including an online sweepstakes and street team tactics, to reach its target audience.
The Takedown is a new reality series that features a reformed con artist and his team, who try to beat multimillion security and surveillance systems and the like. The twist? The team is sanctioned by the very establishments they are trying to “take down” unbeknownst to the staff. The Takedown premieres tonight at 10:30 p.m. ET.
The series is part of the network’s attempt to rebrand itself to reach younger audiences, said Kathi Palminteri, senior director, consumer promotions for Court TV.
To help generate excitement about the premiere, street teams today are scheduled to hit events and high traffic locations in five markets—New York City, Memphis, Phoenix, Jacksonville and Richmond—to promote the show.
Field agents will distribute 10,000 tune-in cards and premiums, including trick cards and poker chip key chains in each market. Six field agents will go shirtless and display the message “Don’t lose the shirt off your back” on their backs. Four women and a “street hustler” will perform card tricks on a foldable table.
“We want to get that furor going for the show,” Palminteri said.
In addition, Court TV is giving consumers a chance be a high roller in The Takedown Blackjack Challenge. Consumers can play the interactive game at Courttv.com/takedown and try their hand against the house. Players can get “advice” from animated characters on the site.
Consumers can also enter a sweepstakes to win a three-day, two-night trip to Las Vegas for five. One first-prize winner will receive a High Roller 500 chip poker set and one second-prize winner will receive a set of 10 casino/heist DVDs.
“It’s young, it’s cool,” Palminteri said of the online game and sweepstakes. “It’s a light way to extend the show. It’s definitely where Court TV wants to be.”
The sweepstakes is open to consumers 21 and older and ends July 1. TV spots and Internet materials support.
Network
