On Monday, May 21st, we launched ‘The Battle Over Promicin’, a campaign for the fourth season of USA Network’s ‘The 4400′. Promicin is a substance that either kills those who inject it within 48 hours or gives them an extra-human ability. At the end of season three, Jordan Collier (one of the show’s main characters) releases 17,000 doses of the substance to the public. ‘The Battle Over Promicin’ tells the story of what happens from the time the shots are distributed and leads directly into the events of the fourth season premiere episode.

Right now, we have three sites up (four counting the ‘rabbit-hole’ at USA’s The4400.com): PromicinTerror (an anti-Promicin site), PromicinPower (a ‘pro’ site) and PromicinInfo (a neutral debate site). Leading up to the season premiere, we’ll add three more sites and update the sites 2-3 times a week with more videos, articles and essays. Ultimately, ‘The Battle Over Promicin’ will have a couple hundred pieces of content plus live events, wild postings and murals. But the thing we’re most psyched about is the user-generated stuff; a big part of the campaign invites fans to create their own characters (via text, photos, video, whatever) and gives them a chance to have their characters inserted into the 4400 Universe. After two days, we already have over two dozen submissions and we hope to get the first fan-made characters inserted into the story as early as today.

So far, the fans seem to be diggin’ what they’re seein’. Next week, we start reaching out beyond the fan-base with banners, blog-ads, and, hopefully, some on-air.

Technorati Tags: Campfire, Viral Marketing

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This entry was posted on Wednesday, May 23rd, 2007 at 10:43 am and is filed under Campfire News, New Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.