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Program: WEEDS / CALIFORNICATION
Marketing Firm: Civic Entertainment Group
End Client: SHOWTIME
Objective:
- To promote the upcoming new season of the Showtime hit series, Weeds and the series premier of Californication.
Parameters:
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East and West Coast Executions (2 tour teams)
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6 event executions (Chicago, NYC, Philadelphia, San Francisco, L.A., Las Vegas)
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1 Manager (per tour team, 1 Assistant Manager (per tour team))
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6 Brand Ambassadors (per event)
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1 “Snake Charmer” per event to pose with the snake (per event)
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Totals: 2 Tour Managers, 2 Asst Tour Managers, 36 Brand Ambassadors, 6 Snake Charmers, 6 Snakes, 46 Total Staff and 6 Large Snakes.
Timing:
- 2 weeks
Program Elements:
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EPS booked flights and hotels for both tour teams, handled all team expenses.
- Manager and assistant manager were trained days prior to execution on set up and breakdown of the “Cube of Temptation” (6’x 12’ x 12’ wood box wrapped with Showtime graphics highlighting their Weeds and Californication programs.) Set up and breakdown performed by the tour team at each execution site.
- All staff distributed premiums including apples and gifts bags which held branded water bottles and DVDs of the first episodes of the season.
- EPS Account Executive had to find staff who were comfortable posing while holding a snake for a long period of time for the purpose of photo ops with spectators.
- Local staff duties included premium distribution, event setup, crowd control, and photo taking. Background and DMV checks ran for all tour staff.
Results:
- Increased branding and generated buzz for the much anticipated Showtime shows.
- 100% staffing requirements met, post-event recap and reporting analysis.
Testimonials:
Showtime’s ‘Weeds/Californication’ promotion was a provocative preview of Season 3 of Weeds and the premiere of Californication. The travelling tour required simultaneous execution on both the East and West coasts. EPS provided smart, responsible managers along with energetic, capable staff that got consumers excited to participate in our program. “
David Weiner, Civic Entertainment Group
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