Spike TV has launched a large-scale marketing campaign to drive tune-in to its new series “The Kill Point.”
The network is running a guerilla marketing campaign this week in 24 locations in New York City and Los Angeles in advance of the show’s premiere July 22. Some 24,000 $1 bills, which each include a sticker of actor John Leguizamo and tune-in information, are being distributed as change in bars, restaurants, grocery stores and other retail outlets.
The eight-hour series stars Leguizamo and Donnie Wahlberg.
In addition, three series-themed 18-wheelers are traveling through New York City, Los Angeles and Boston, acting as moving billboards. Other out-of-home efforts include branded subway platforms, phone kiosks and bus shelters.
The purpose is to “create that sense of bigness to let people know we have something exciting going on,” said Todd Ames, senior director of marketing for Spike TV.
The seven-figure campaign is Spike TV’s largest of the year, Ames said.
“The Kill Point” follows the story of two men who face off during a bank heist gone wrong and the hostage negotiations that take place.
Spike TV has also created five Webisodes tied to the series. Each will debut on the Monday following the show. The episodes feature “The Kill Point” character Deke, a military vet involved in the bank heist who escapes and tries to organize a campaign to save others trapped in the building.
“There is a rich sub plotline in the series,” Ames said. “There was an opportunity to add an extra dimension to enhance the experience.”
Teaser spots and online marketing will promote the Webisodes.
In addition, an online game linked to the series called, “The Kill Point Hostage Negotiator Game” is finding its way on to blogs. The game uses footage from the show and takes players through a series of multiple choice questions. If answered correctly, gamers can free the hostages.
The game is available at Rocketxl.com. PR efforts support it.
In another viral tactic, brand ambassadors are joining community sites to share information about the new series.
Rocket XL created the online game, Marketingworks Inc., handles word-of-mouth efforts, Special Ops Media oversees media buying, placement and banner ads.
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