TORONTO – Shaw Media’s Showcase is hoping its newest national, multiplatform marketing campaign will work like magic.
The network has kicked off an extensive campaign in support of its new drama The Magicians, premiering January 25 at 9:00 PM ET/PT. Based upon Lev Grossman's best-selling books, The Magicians centres around Brakebills University, a secret institution specializing in magic. There, amidst an unorthodox education of spellcasting, a group of twenty-something friends soon discover that a magical fantasy world they read about as children is all too real.
The campaign plays off of the theme of magic in the real world and positions The Magicians as Showcase’s must-see series this winter. Elements include on-air, online and in-store at some 19 Best Buy locations, as well as a head-turning digital screen execution bringing magic to life for consumers in Toronto’s underground PATH system – a high-traffic location that sees 1.4 million passersby each month.
From now through January 30, PATH users will pass an interactive wall that uses a camera-based body tracking technology to interact with the screen by appearing to do their own magic. In addition, in the PATH on the day of the premiere and at select Toronto Cineplex locations, a Showcase street team will hand out custom-branded decks of cards to generate awareness of the premiere.
Showcase has also promoted early sampling of the new series with a linear airing of the first episode on December 16, plus a multi-platform pre-release of the same episode online via showcase.ca, Showcase On Demand, YouTube, and Shaw Media’s first full episode release on Facebook.
