Showtime to Use DM in Acquisition Campaign

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Showtime Networks Inc. will use multichannel marketing and a sweepstakes to help tout the premium cable channel and add subscribers in a campaign that begins next month, the company said yesterday.


The promotion will include DRTV, door hangers, bill stuffers, coupons, point-of-sale displays, telemarketing, Web banners and e-mail. The company also said it will create a Hispanic version of the campaign.


As part of the effort, Showtime will offer $50 gift cards to The Home Depot for consumers who sign up for Showtime until April 30.


The gift card offer generated response rates "well above standard cable offers," said Geof Rochester, senior vice president of marketing at Showtime. In the past year, he said, the company has worked with several high-profile brands offering high-value overlays in its effort to add subscribers.


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