Showtime Networks is teaming up with viral video site Break.com to hype up the second season of the network’s hit Weeds.
Showtime and Break.com have rolled out a new promotion called Chaos in Suburbia, during which viewers can submit their own video clips that capture crazy events that happen in the suburbs. The clips will appear on an exclusive Break.com channel, also called Chaos in Suburbia. Select clips will air on Showtime via co-branded spots this month.
In addition, co-branded spots with user-generated video will appear on Break.com, the Weeds Web site and on MySpace.com’s official Weed’s profile page. Videos will also be available for download to portable media devices (think iPods) via video podcasts and PSP.connect.com for the PlayStation Portable gaming system.
“Internet platforms and traditional media companies are increasingly working together to introduce audiences to new programs and content,” said Keith Richman, CEO of Break.com, in a statement.
The promotion marks the first time user-generated videos will appear on a premium cable network. The second season of Showtime’s Weeds began Aug. 14. The show airs Monday at 10 p.m. ET on Showtime.
In related news, Showtime launched an experiential e-mail campaign for Weeds this month, featuring video clips and interactive elements to promote the second season of the show to cable and satellite affiliates. Using its customized e-mail (Showmail), Showtime sent e-mails to 10,000 people on Aug. 2 offering a 10-minute preview of Weeds second season premiere. Consumers can see the preview online at MSO.getsho.com/weeds/email/weedsEmailInternal.html.
Online materials support. IQ Interactive, Atlanta, handled.
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