Expanding the scope of its successful Characters Welcome branding initiative, USA Network is launching a groundbreaking multi-tiered marketing campaign, Show Us Your Character, it was announced today by Chris McCumber, senior vice president of marketing and brand strategy at USA. The campaign marks the most aggressive digital marketing initiative in the channel's history and centers around the launch of ShowUsYourCharacter.com, cable entertainment's first foray into the digital social networking space. Coinciding with the launch will be a national contest to find America's most unique character. The contest will serve as an integral component of a cross-platform strategy utilizing on-air, interactive experiential programs and alternative media to build a robust online community and drive network viewership.
"This is the first time a television network has created a comprehensive online social networking community that reaches far beyond our programming," cited McCumber. "We're truly excited about giving our viewers the opportunity to connect with us and each other in a way that no other television network is currently attempting in the digital arena."
The "Show Us Your Character" campaign marks the second phase of the "Characters Welcome" brand campaign with a focus shift from the characters of USA Network to the "characters" of the U.S.A. -- the viewers. SUYC features several integrated components with the website serving as the connective device across all media. These tiers include ShowUsYourCharacter.com, an on-air image campaign showcasing real characters, an aggressive online media presence and a major market grassroots program in five major cities that includes branded mobile kiosks, alternative/guerilla media and street teams.
ShowUsYourCharacter.com; USA Network's ancillary website is a social networking community whereby members ? "characters" -- can upload their videos, pictures, as well as create detailed character profiles they can share with the world. Whether revealing glimpses into their lives or celebrity impersonations, members can meet and interact with other like-minded people from across the country and send viral videos to their friends, vote for their favorite characters, engage in real-time chat and e-mail one another. Community features will also include micro-communities that are USA Network show and advertiser specific as well as sponsor integrated ad banners.
Show Us Your Character Contest; From March 20th through April 28th, contestants can submit a short video and personal statement to www.showusyourcharacter.com to demonstrate why their character is unique by revealing personality, talents, distinctive ideas, wittiness, style, silliness, outrageousness, etc. All submissions will be reviewed by a casting agency who will select 30 finalists. Beginning May 8th, viewers can cast their vote for their favorite character finalists to win the Viewer's Choice Award. In addition, a panel of NBC Universal executives will select the Grand Prize winner, the most unique character in America. The Grand Prize winner wins a national on-air campaign on USA Network, a featured appearance on the silver screen in AMC, Cinemark and Regal Entertainment Group's FirstLook movie pre-show and an exclusive Web series.