USA Network is expanding its Characters Welcome branding effort launching a multi-tiered campaign and a contest that offers viewers a chance to win their own Web series.
The campaign, called Show Us Your Character (SUYC), focuses on “characters” or consumers who live in the U.S. Viewers can access USA Network’s social networking community at ShowUsYourCharacter.com to upload videos and pictures, as well as create detailed character profiles to share with others. Through the site, consumers can send viral videos to friends and engage in real-time chat with other members on the site.
The site is designed to “make viewers feel connected to our brand and our channel in a meaningful way,” Alexandra Shapiro, VP marketing & brand strategy for USA Network, said Friday. “This is a place for exhibitionists or entertainers who love to be the center of attention…but also for the voyeurs who want to take a look into other people’s lives. There’s something for everyone.”
The effort, the largest digital marketing campaign in USA Network’s history, marks the second phase of the network’s Characters Welcome campaign; the initial campaign launched in July 2005. To further support campaign, USA Network will air more 30 TV spots showcasing real real-life characters from across the country to drive viewers to the SUYC Web site. Online materials also support.
And starting today through April 28, consumers can vote for America’s No. 1 character on the site. To enter, consumer must submit a video no longer than three minutes that reflects their personality, wit, talent and style and a 200-word or less essay. A casting agency will narrow the field to 30 finalists from which consumers can vote for the Viewers Choice Award. Voting will run from May 8 to 19 on at ShowUsYourCharacter.com. The Viewers Choice Award winner will receive $1,000.
Separately, a panel of judges will select America’s No. 1 character from the finalists’ pool. One grand-prize winner will star in exclusive Web series on the Show Us Your Character site, an on-air spot for USA Network and be featured in AMC, Cinemark and Regal Entertainment Group’s FirstLook movie pre-show. One first-prize winner will receive a Sony DCR DVD camcorder. Alloy Media + Marketing, New York handles the contest.
Adding further buzz, USA Network in partnership with Alloy Media + Marketing will launch a six-week mobile tour in five cities (NYC, Chicago, Los Angeles, Philadelphia and Boston). The tour kicks off Tuesday in Rockefeller Plaza in New York runs through April 25. Consumers can visit branded mobile kiosks (complete with web cams) to upload videos or pictures to ShowUsYourCharacter.com and learn contest details. Kiosks will feature an Inspiration Lounge, which includes a prop station for visitors to prepare for video uploads.
Coinciding with the mobile kiosks, street entertainers (karaoke singers, dancers and drummers) will bring the campaign to life distributing Show Us Your Character pamphlets to generate awareness and drive viewers to the Web site. In addition, street teams will tape 30- and 60-second clips of pedestrians to upload to the SUYC Web site. Participants will receive a USA-branded business card featuring the Web site to view their clip and send to a friend.
“Characters are what make us USA,” Shapiro said. “That is ultimately what this brand is about.”
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