FX has launched a new million pound campaign for the brand new season of Dexter.
The new campaign, ‘Dexter: The Hunter Becomes The Hunted’, will be carried across television, press, online and outdoor media platforms.
The bulk of the budget (70%) has been invested in a targeted TV buy, with Walker Media using a multitude KMR software packages to research and track the viewing habits of Dexter season one viewers (FX and ITV) .
The development of the campaign creative has been complicated by the clash between nature of the shows content and the current climate of knife crime in London.
To drive the tune in message the television spend will be supported by press advertising across broadsheets, tabloids and TV boxes bought in the weekend television supplements.
Awareness and scale will be brought to the campaign by combining 48 sheet cross track posters on London Underground and spotlight panels across London and South East Rail networks.
The campaign also includes a considerable investment in PR from Resonate as well as the development of a sequel to last year’s highly successful “Dexter is coming to get you” viral, that will be seeded to the Dexter fan base.
SVP Communications Fox International Channels (UK), Cecilia Parker, says: “Dexter is the natural brand statement show for FX achieving both critical praise and strong numbers for season one.
“Given the recent airing on ITV we decided to target fans of the show with our follow up campaign and hope to achieve the same level of success the second time round”.