DEXTER: NEW BLOOD
SOCIAL CAMPAIGN
Dexter: New Blood was Showtime’s most anticipated show of 2021. Our job was to re-awaken a rabid online fandom that was built in an entirely different digital era (think no Instagram). We used social listening to understand what fans were buzzing about and strategically released exclusive photos, video and custom content to stoke the buzz leading up to premiere. Dexter: New Blood became the most watched show in the history of Showtime.
14th Annual Shorty Awards: Audience Honor Winner in Television.
Clues to the plotline and the show’s new, frostier setting were dropped in the form of objects familiar to the Dexterverse, floating gently beneath the surface of a mysterious, frozen lake.
A countdown to premiere featuring text integrated into scenes from the trailer helped rally the fans as November 7 crept slowly forward.
To celebrate the premiere, we sent scripts, complete with blood spatter and a hand written note from showrumner Clyde Phillips, to a few lucky superfans To further build out the world of Dexter: New Blood, the scripts were stamped “CONFIDENTIAL” and sent in an envelope from Fred’s Fish and Game, Dexter’s new Iron Lake workplace.
Results
18 MILLION
ENGAGEMENTS
19.3 MILLION
ORGANIC IMPRESSIONS