Air2Web, the leading provider of mobile marketing and messaging applications, today announced an agreement with Spike TV to promote the network's new scripted drama, Blade: The Series, using integrated short message service (SMS) and voice campaigns.
Blade: The Series continues the story of the legendary Marvel Comics superhero known for battling the vampire underworld, and premieres on Spike TV June 28 at 10 p.m. ET/PT. In order to better reach its core demographic of men ages 18-34, Spike TV enlisted Air2Web to help execute a mobile marketing campaign to stir up interest in the new series.
"As one of the most-watched action hero films, Blade has a large community of followers," said Steve Farrell, VP Director of Digital Media for Spike TV. "We know the core Blade fans are avid technology users so we're using multiple wireless and broadband vehicles to better connect to the character's existing fan base."
Spike TV's mobile marketing initiative kicked off on April 13 with the launch of a website dedicated to the House of Chthon (HouseofChthon.com), one of the many vampire houses viewers will see throughout the 12-episode series. The new site will help the network promote the highly anticipated program while enabling fans to sign up for mobile alerts featuring upcoming episodes and sweepstakes. In addition, Blade: The Series personalities will phone opt-in subscribers prior to the series launch, reminding viewers to tune in. Air2Web solutions will power these mobile campaigns, as well as deliver SMS and voice messages to subscribers across all carriers and devices.
"Spike TV is using an integrated marketing approach, tying mobile, web, television and voice initiatives into a single effective campaign targeted at Blade fans," said Alfredo Narez, Vice President of Marketing at Air2Web. "We're excited to see the positive effect this campaign will have on Spike's viewership."
Source: Air2Web, Advanced Dark
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