ABC Hypes Up Day Break Via Marketing Campaign
ABC has launched a campaign, giving potential viewers the chance to experience its new drama Day Break via an online game.
The network launched an online Day Break game on ABC.com, tied to the show, in which every decision made in the game impacts the play experience. Players must pass five levels in the game.
The network today ran a 30-second spot promoting the show across more than 100 ABC affiliates, including ESPN and Soapnet, at 6:17 a.m—the exact time the show’s main character begins his day.
“We are competing for people’s valuable time,” said Michael Benson, senior VP-marketing, ABC Entertainment. “We’re asking them to give up an hour every week and make an investment in the show. We need to prove to people this is going to be worth their time.”
In Day Break, a detective falsely accused of shooting a district attorney races against time to prove his innocence. But in an unusual twist, the detective, gets a second and third chance to make things right as he relives the same day over and over again. Day Break premieres at 9 ET tonight.
ABC is pushing the show to capture the loyal audience typically drawn to that timeslot. Its hit show Lost is on a 13-week break until Feb. 7. To give viewers a taste of the new series, the network is offering a sneak peek of the first two acts of the premiere on ABC.com.
For its out-of-home push, ABC is running in-tunnel advertising that mimics a flip book on subway tunnel walls. Passengers on trains watch a moving sequence as they pass stationary billboards touting the show. LCD subway screens also run soundless promo spots.
“We like things that will get us noticed,” Benson said. “For us, it’s about sampling. People go out and they want to come back for more.”
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