TV network The N hit the streets of New York City last week to build buzz around its new fall series South of Nowhere, offering consumers free subway rides via branded Metrocards worth $4 a piece.
During the two-day promotion, street teams outfitted with TVs mounted to their chests targeted subway stations along the N line, train stations and high schools, distributing 4,000 South of Nowhere-branded Metrocards to consumers. Teams played the South of Nowhere trailer for consumers on portable media vests. Members also rode branded Vespa scooters with mobile billboard displays throughout the city to spark additional interest in the new series.
The promotion for The N ran Nov. 3 and 4 and reached between 8,000 to 10,000 consumers. New York City-based youth marketing agency Mr. Youth handled.
South of Nowhere is a fictional story about a contemporary American family and its multi-faceted journey of self-discovery. The series, which premiered Nov. 3, chronicles five members of the Carlin family as they try to define themselves and make sense of their lives as they move from a small town in Ohio to Los Angeles, CA. The family soon finds they are unprepared for the fast-paced life in Los Angeles.
South of Nowhere airs at 8:30 p.m. ET on The N.
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