The N Takes Murder Mystery Whistler To The Streets
TV network The N is hitting the streets of New York City next week with a mobile marketing campaign under the guise of a medical examiner’s truck to generate excitement over the network’s new series Whistler.
Whistler opens with a murder-mystery plotline in which the main character, Beck McKaye, an Olympic snowboarder, returns to his hometown from Torino with a gold medal, but is soon found dead on the slopes. Although ruled an accident, the death seems suspicious to the victim’s brother, who begins to investigate. The show premieres tonight at 9 ET.
To promote its first hour-long drama, The N is bringing part of the show on the road. Starting Monday, consumers can look for a synthetic snow-covered Whistler Medical Examiner’s Truck roaming New York City while it “transports” McKaye’s body to his final burial. The retrofitted ambulance, which acts as a moving billboard, will travel to popular destinations in the city through July 14. New York City-based youth marketing agency Mr. Youth handles.
The teen network is launching the show to give fans a show that touches on adult themes that mirror other network shows. “We know our audience watches shows like CSI and Desperate Housewives,” said Ray Dooley, director of marketing for The N. “We think [this] will really surprise them.”
“We speak to an audience that is marketing savvy,” he added. “They grew up with digital cable. They kind of smell [marketing]. We have to be [careful] in how we market to them. So, we just put it out there and let them find it.”
Fans that spot the vehicle and snap a photo with their camera phones can enter a sweepstakes for a chance to win a video iPod or Apple iTunes gift cards. Consumers can send photos via e-mail to whatkilledbeck.com. The first 21 consumers each day who send in photos will win. The daily top winner will receive a video iPod; other winners will receive a $5 Apple iTunes gift card.
To hype the program, street teams are chalking up New York streets with a silhouette of a dead snowboarder, in an effort to drive fans to the Web site Whatkilledbeck.com. On the site, consumers can track where the vehicle has traveled, take a quiz about their talent for keeping a secret and learn more about the show’s characters. Street teams will also carry LCD plasma screens offering fans a glimpse of the show’s first two episodes.
“We wanted to create interest and buzz,” said Matt Britton, Mr. Youth’s chief of brand development. “This is something that will really stick out in New York City.”
Whistler’s premiere episode will be available for free online at The-N.com. Episodes will also be available for download from iTunes starting July 5.
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