Shaw Media’s specialty service Showcase has launched a new marketing campaign promoting its sci-fi series Helix. Created in-house, the four-week campaign uses a blend of non-traditional and social media, with an emphasis on the Ontario markets of Toronto, Kitchener, London and Ottawa.
Targeting adults 25-54, the campaign underscores the series’ blend of horror, science fiction and drama. The creative emphasizes the show’s stark and mysterious tone, anchored by two key taglines –“The truth will spread” and “Play God. Pay the Price” – accompanied by an image of the titular Helix virus.
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Campaign tactics include ads in several high-profile videogames including Need for Speed Shift, NHL 14 and Fight Night, as well as promoted tweets and Facebook posts. Display banners and pre-roll ads will also appear on websites including ESPN.com and TMZ.com.
Showcase is also bringing the series to life in high-profile areas in Toronto by having brand ambassadors wearing chemical suits “protecting” the public by handing out Helix and Showcase-branded hand sanitizers.
Ads are also appearing on Shaw Media’s 20 specialty channels, while a special sneak peek of the first episode appeared during last week’s “Outbreak and Creatures” movie programming. Other campaign elements include digital pre-roll in Ontario cinemas and drive-time domination across several Ontario radio stations.
