USA Network Unveils New Marketing Campaign #AREYOUSATISFIED
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August 29, 2014
|Related: SATISFACTION, USA Network|
usa network today unveiled a highly provocative ad campaign for the network's new original drama series SATISFACTION, which premieres Thursday, July 17. The series explores modern marriage at its midpoint through the lens of one couple and raises the issue: "What do you do when having it all is not enough?" The network announced two key partnerships with new media platforms: Vice Media and HowAboutWe, aimed at sparking a cultural dialogue around the subjects of today's relationships and the thought-provoking question: #AreYouSatisfied?
"The tactics of this campaign truly blur the lines between promotion and editorial and should inspire debate and dialogue around the bold themes explored in SATISFACTION," said usa network Executive Vice President of Marketing and Digital, Alexandra Shapiro. "By aligning with disruptive and innovative digital platforms we hope to appeal to new audiences by tapping into personal experiences and diverse points of view on the state of Modern Love."
In partnership with VICE, USA commissioned a three-part docu-series, featuring real people and experts exploring their authentic views around modern love: how tech has changed "the chase;" the evolving definitions of commitment; and how self-actualization enriches relationships. The series will premiere on the Vice web site as well as on USANetwork.com. A new webisode will launch with each of the first three weeks of the series. Vice reaches an audience of over 150MM per month.
In conjunction with HowAboutWe - a network of digital platforms geared toward helping couples fall in love and stay in love - the network will roll out a series of advertorials. These stories will examine topics surrounding modern love and will be featured on HowAboutWe as well as USANetwork.com. In addition, USA created a "date night" for the HowaboutWe audience to attend exclusive premiere screening series in Chicago (7/8), San Francisco (7/9) and New York (7/16). Each will include a panel discussion with top experts on the subject of modern relationships and will feature key panelists, including Aaron Schildkrout (HowAboutWe), Sean Jablonski & Traci McMillan (SATISFACTION), Ian Kerner (New York Times best-selling author) - among other experts.
USA is also blanketing major cities with thought-provoking questions on buses, kiosks and billboards around Taboo subjects such as #areyousatisfied "Is Monogamy Realistic?" "Is There Such A Thing As Happily Ever After?"
Additionally, USA has built a digital SATISFACTION hub, featuring a variety of show clips, interviews, and blogs curated from a group of 15+ contributors - including journalists, relationship experts and life coaches - who are writing new editorial pieces on the topics of love, lust and life.
The microsite will also feature the following:
· The Satisfaction Confessional Wall: which asks viewers to join the conversation, responding to weekly thought-provoking questions with personal, anonymous posts.
· The "Satisfaction Index:" Part game, part personality test that measures users' level of satisfaction and creates sharable social content from the results.
· "Pillow Talk:" A weekly live chat with producers, stars and experts.
· Modern Love Confessionals: Real first-person commentary filmed by esteemed documentarian Phil Griffin, featuring 11 different couples (of all orientations) who discuss their attitudes and ideas on modern love and what true satisfaction is. USA will feature on-air spots that drive users online to join the conversation.
USA also commissioned a national research study on modern love, infidelity and the new environment of dating in the digital world, to be unveiled week of premiere.
The network's traditional campaign features a variety of on-air spots and print advertisements in targeted publications, as well as native ads surrounding custom editorial in outlets such as SheKnows, The Atlantic and Huffington Post.
SATISFACTION stars Matt Passmore ("The Glades"), Stephanie Szostak ("Devil Wears Prada"), Michelle DeShon ("Hollywood Heights"), Katherine LaNasa ("The Campaign"), Blair Redford ("Switched at Birth"), and Deanna Russo ("Knight Rider"). Recurring guest stars in the first season include: Michael Vartan ("Bates Motel"), Spencer Garrett ("Yes Man"), Alyshia Ochse ("The Other Woman") and Leon Thomas III ("Victorious"). The series is from Universal Cable Productions (UCP) and executive producer/creator Sean Jablonski (SUITS, "Nip Tuck"). Russ Krasnoff ("Community") of Krasnoff/Foster also serves as executive producer.
About USA Network
The #1 network in all of basic cable for an unprecedented eight straight years, usa network is seen in more than 102 million U.S. homes. USA offers a powerful stable of dramatic, comedic and unscripted originals. The network also features spectacular live television, a dynamic portfolio of acquired series and the best in blockbuster theatrical films and entertainment events. A trailblazer in digital innovation and storytelling, USA is defining, driving and setting the industry standard for Social TV. USA is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal. The award-winning website is located at http://www.usanetwork.com.