In an effort to promote its new show, Moonbase 8, Showtime opted to create a unique Instagram marketing campaign that's both interactive and in-world. It's standard for studios to create Instagram pages to promote new shows, but this one differs greatly as it throws traditional promotional content to the side.
Moonbase 8 stars Fred Armisen, Tim Heidecker and John C. Reilly who play less-than-extraordinary astronauts who are fighting for a spot on NASA's next mission to the moon. The comedy series is promoted on the Instagram page with a series of in-world posts that help convey the show's ethos to fans. According to Puja Vohra, Showtime’s evp of marketing and strategy “We wanted to reach fans of the talent and potential new fans of the comedy, and create something that would give them a laugh. It also felt like this is something the characters would do"
Image Credit: Showtime
Key Themes Behind This Trend
- In-world Social Media Campaigns
- Creating social media campaigns in the world of the show, rather than traditional promotional content, offers disruptive innovation opportunities to engage audiences and enhance the overall viewing experience.
- Interactive Marketing Strategies
- Using interactive marketing strategies, like unique Instagram pages, offers disruptive innovation opportunities to engage audiences and create new levels of fan interaction.
- Creative Advertising Techniques
- Incorporating creative and unconventional advertising techniques, such as social media campaigns, offers disruptive innovation opportunities to stand out from competitors and increase brand awareness.
Where This Applies
- Entertainment Industry
- The entertainment industry can benefit from in-world social media campaigns and interactive marketing strategies to engage audiences and promote new shows.
- Marketing Industry
- The marketing industry can benefit from creative advertising techniques, such as social media campaigns, to help clients stand out from competitors and increase brand awareness.
- Technology Industry
- The technology industry can benefit from creating innovative tools for interactive marketing strategies, such as in-world social media campaigns, to enhance the overall viewer experience and better engage audiences.
