Does tune-in matter in today's TV advertising? Showtime's new ads test the principle
Whether a show is on a broadcast network, cable network or streaming platform, there's rarely out of home advertising that leaves out tune-in information. Showtime decided to go another route with its reboot of the insanely popular Twin Peaks.
The show, which has been off the air since 1991, only had two seasons but still has a massive fan base and culture.
To encourage the show's biggest fans to talk about the return Showtime launched eight billboards in Twin Peaks-specific neighborhoods with zero branding or tune-in. Fans are already going wild. Found Remote chatted with Showtime CMO Donald Buckley about the campaign.
Found Remote: How did you and your team come up with this?
Donald Buckley: We were just fishing around for some ideas and this one seemed fun and had a mysterious kinship with Twin Peaks.
FR: Worried people won't know what it is?
DB: I think the not knowing is as good as the knowing for Twin Peaks. We have already seen people taking pictures of the boards, posting them, and some people are making their own versions and posting them. And they are talking about them. Lots of discussion that seems to be spreading.
FR: How are you tracking the viral buzz around it?
DB: We watch Twitter, Facebook, and use the tools we have for listening and watching.
FR: Who designed it and what's the meaning?
DB: Of course I cannot tell you the meaning. But it is a pie, with a missing piece. And a piece of pie. I'm thinking it is the one that's missing. That could have so many meanings. It was designed by Showtime's really great pie-makers in their creative advertising kitchen.
FR: Leaving out tune in must have been a big decision, how was everyone convinced to do it?
DB:Here's a fun quote from David Lynch about words:
“I’m not always good with words. Some people are poets and have a beautiful way of saying things with words.” –David Lynch Everyone thought it was a good idea.
You can access the Future of TV hub here. Sign up to receive The Drum's Future of TV newsletter.