Marketing of USA's new original series IN PLAIN SIGHT focuses on digital promotional extensions to immerse viewers in the world of the Witness Protection Program NEW YORK, May 30
NEW YORK, May 30 /PRNewswire/ -- USA Network will kick-off a summer of
scripted originals by launching its new drama series IN PLAIN SIGHT with an
aggressive interactive marketing campaign developed in conjunction with
digital innovators Big Spaceship, Electric Artists and The Hyperfactory. The
multiplatform effort will feature robust interactive, viral and mobile
elements focused on aggressive promotional extensions to immerse viewers in
the world of the witness protection program. IN PLAIN SIGHT, a new original
series, premieres Sunday, June 1 at 10/9c on USA Network.
"One of the most compelling aspects of IN PLAIN SIGHT is the show's
promise to offer an unprecedented and accurate depiction of the Federal
Witness Protection Program (WITSEC). Because this is a world with which people
are not intimately familiar our challenge was how to make WITSEC, as
accessible and relatable as possible for our viewers," said Alexandra Shapiro,
senior vice president, brand marketing & digital. "We knew digital solutions
offered the easiest and most effective way to give our audience first hand
experience of what its like to play the role of a US Marshal working in
Witness Protection."
WITSEC CONFIDENTIAL
USA partnered with Big Spaceship (the creators of "The Ultimate Search for
Bourne") to develop WITSEC Confidential, a multi-media campaign that brings
the intriguing world of Witness Protection to life by giving each viewer the
opportunity to work alongside the lead characters of the show as the newest
U.S. Marshal in the Albuquerque WITSEC office.
Starting in episode two, each week users/fans will be able to login to the
WITSEC Confidential microsite at ips.usanetwork.com to participate in a new
interactive case. Each of these cases will include original video briefings
featuring Marshall Mann (Frederick Weller), and will require monitoring,
protecting and in some cases tracking down federal witnesses. To solve these
challenges, players will need to use the tools provided, call witnesses and
colleagues, and visit a wide range of locations to search for evidence and
conduct interviews.
"WITSEC Confidential enables users to learn more about the show's premise,
spend more time with the show's unique and compelling characters, and access
exclusive content that extends the series narrative beyond its 12 week run --
all in a fun experiential way," Shapiro added.
FACEBOOK APPLICATION
USA Network has partnered with online marketing, PR and promotion agency,
electricArtists to launch a new Facebook application promoting the new USA
Network series, IN PLAIN SIGHT at
http://www.facebook.com/apps/application.php?id-17869326103 called "How Well
do you know your Facebook friends?" If their faces were hidden and all you
had were facts to identify them, could you do it? Take on the role of a U.S.
Marshall in the new IN PLAIN SIGHT Facebook game that hides your friends in
Witness Protection and challenges you to find them! The game dynamically pulls
information from a friend's profile (any content that is not set to private)
and delivers it into the game as "clues" to see how quickly the player can
guess the friend's identity. The game consists of four rounds with each round
giving less time to guess the friend's identity. The newsfeed with show the
"friends" that a person has discovered.
PROTECT YOUR WITNESS MOBILE CHALLENGE
USA Network partnered with The Hyperfactory to bring members of the IPS
Mobile Fan Club a rich, interactive mobile experience. The mobile player must
take on the role of a U.S. Marshall by choosing one of six witnesses to
protect. The player must keep his or her witness happy, safe and alive by
answering weekly challenges correctly. The wrong answers could put the witness
in harms way or get him or her killed. If he or she answers incorrectly, the
witness will not survive and the player will lose.
ADDITIONAL MARKETING SUPPORT
In addition to its digital efforts, USA Network has an aggressive
traditional campaign in place including but not limited to, IN PLAIN SIGHT
street teams, print, radio, aerial banners, airport presence (terminals and
planes) and out-of-home in ten markets including a "Grand Central Station
Domination" in New York City. Further, motion-activated IN PLAIN SIGHT
audio-enabled posters have been placed throughout the New York metro area with
messages such as "Welcome to witness protection. Now get lost."
IN PLAIN SIGHT stars Mary McCormack ("The West Wing," "Private Parts") as
Mary Shannon, a U.S. Marshal working in the highly secretive branch of the
witness protection program (WITSEC) who relocates Federal Witnesses -- many of
them who are career criminals, and many who are innocents that had the
misfortune of witnessing a crime. They all have one thing in common --
someone wants them dead. Mary's job is to see that doesn't happen, while at
the same time attempting to manage her own dysfunctional family. IN PLAIN
SIGHT also stars Frederick Weller ("Law & Order: Criminal Intent," "The Shape
of Things"), Lesley Ann Warren ("Desperate Housewives," "Will & Grace"),
Nichole Hiltz ("The Riches," "Strong Medicine"), Paul Ben-Victor ("The Wire,"
"Entourage"), Cristian de la Fuente ("Dancing with the Stars," "Ugly Betty")
and Todd Williams ("Tilt," "Third Watch"). The series was created and written
by David Maples ("Home Improvement," "Huff"), who serves as executive producer
alongside Paul Stupin ("Dawson's Creek," "Beautiful People"). IN PLAIN SIGHT
was shot entirely on location in and around Albuquerque, NM. In Plain Sight
comes from Universal Media Studios.
Big Spaceship is an innovation-led digital creative agency. We partner
with brands to create and evolve deeply engaging experiences, products and
relationships. Big Spaceship clients include 20th Century Fox, Coca-Cola, HBO,
Glaceau, Adobe Systems, Nike, Royal Caribbean, Target and Gucci. For more
information on Big Spaceship, visit www.bigspaceship.com.
electricArtists is recognized as the leading agency for strategic
branding, online marketing, PR and promotion in the media and entertainment
sectors. electricArtists has a diverse base of clients including USA Network,
WWE, History, A&E Network, Netflix and Food Network. USA Network and
electricArtists have been partnership for four years building creative online
campaigns and promotions for USA's tentpole programs including In Plain Sight,
Psych, Monk and Burn Notice. Most recently, electricArtists is handling the
comprehensive online marketing and promotion campaign for USA Network's
Character Arcade, a premiere casual gaming destination and community at
www.characterarcade.com. For more information, please contact Howie Kleinberg
at (212) 354-2142 or howiek@electricartists.com.
The Hyperfactory is the leading full-service mobile ideas, media and
execution company, responsible for the most award-winning innovative mobile
campaigns and Websites seen anywhere in the world. Founded in 2000, the
company creates, executes and analyzes long-term mobile strategies for global
brands, agencies, content publishers and mobile application companies,
regardless of the technology. The Hyperfactory is trusted by a portfolio of
notable brands that include Toyota, Motorola, Vodafone and Coke, all of whom
rely on The Hyperfactory as an essential part of their mobile marketing
strategies. The Hyperfactory has a U.S. Headquarters in New York,
International Headquarters in Auckland and sales and operations offices in Los
Angeles, Chicago, San Francisco, Shanghai, Hong Kong and India. For more
information, visit: http://www.thehyperfactory.com.
USA NETWORK is cable television's leading provider of original series and
feature movies, sports and entertainment events, off-net television shows, and
blockbuster theatrical films. The #1 network in basic cable, USA Network is
seen in nearly 94 million U.S. homes. The USA Network Web site is located at
www.usanetwork.com. Characters Welcome.
USA Network is a program service of NBC Universal Cable a division of NBC
Universal, one of the world's leading media and entertainment companies in the
development, production, and marketing of entertainment, news, and information
to a global audience.
SOURCE USA Network
