NY Times app readers get happy with Showtime?s takeover
Showtime?s new comedy Happyish is taking over the New York Times iPad application today with banners and a mood reader to promote the upcoming series premiere.
For today only, NY Times iPad readers will see banners and advertisements for the show with an interactive display that users can put their thumb against to display what type of state of mind the consumer is in. It then shows that the user is happy ? happyish, of course, along with an advertisement for the show and a link to view the full trailer.
"For HAPPYish, we aimed to reach potential viewers at multiple touch points with messaging that rattled them from the monotony of their day," said Donald Buckley, executive vice president of program marketing, media, promotions and digital services at Showtime. "We identified the app as a high-reach vehicle boasting an attractive and sophisticated audience that aligns well with the premium nature of our brand."
"We have partnered with the NY Times on many successful campaigns in the past, notably with an iPad app takeover for the launch of Ray Donovan in 2013," he said. "That campaign garnered high engagement rates, and was recognized with MMA and IAB awards."
The takeover takes place to draw up awareness for the series premiere this Sunday, April 23 on Showtime at 9 p.m. EST. It is an observational comedy that follows a family man after his birthday while struggling with feelings of insignificance and a midlife crisis when a younger man becomes his boss.
Cross promotion
Accessing the NY Times app allows for Showtime to reach an audience that is likely to be interested in Happyish and similar programs. Showtime is no stranger to cross promotion with other brands and demographics.
The network provided a sneak peak to the new show after the season finale of its popular drama, Shameless. This creates brand awareness and taps a larger audience.
The showtime banner pokes fun at the nostalgic mood rings
By providing this type of content, it allows potential viewers to get a short snippet of something they may like, making it necessary to tune in to the show if they want to know more.
By providing this type of content, it allows potential viewers to get a short snippet of something they may like, making it necessary to tune in to the show if they want to know more.
The app takeover shows a unique and engaging experience for consumers. It is brightly-colored and attention-grabbing, making it difficult for users not to take notice.
Showtime is known for this sort of campaign, with many advertisements that break the barrier and stray from the typical marketing campaign.
Distinct ad content
An executive from the network at the 2015 Mobile: IAB Marketplace in New York explained how critical it is to create interesting, unique ad content without intruding on the user experience (see more).
The Happyish campaign directly coincides with that goal. It is interesting and unique, while careful to not disrupt consumers.
Last year, Showtime partnered with Immersion Corporation to use its haptic technology in mobile ads for Homeland and other programs, with the goal of increasing viewer engagement and retention (see more).
Final Take
Brielle is editorial assistant at Mobile Marketer and Mobile Commerce Daily
"The goal of this campaign is to generate awareness for the Showtime original series HAPPYish in a playful way," said Mr. Buckley. "With our mobile and tablet campaigns, our goal is to utilize the native capabilities of the devices in the ad unit itself to create a simple and memorable impression.
"In this case, the familiar mood ring experience is triggered by a simple tap-and-hold, one of the most natural native interactions on the iPad," he said. "We used a colorful palette and a pleasing, soothing animation to differentiate it from the editorial in an eye-catching way."
Final Take
Brielle is editorial assistant at Mobile Marketer and Mobile Commerce Daily