NCompass procured 35 highly ranked radio stations within 16 top markets across the country for a multi-tiered DJ Endorsement campaign.
DJs were carefully selected, ensuring they were sci-fi fans who appealed to the target demo, and flown to San Diego for a TNT-hosted media junket, giving each endorser the opportunity to meet the The Last Ship cast and to conduct interviews.
These interviews were incorporated into DJ Endorsement spots that promoted tune-in for the The Last Ship premiere and subsequent episodes. To create the extra “buzz” needed on premiere night, each DJ participated in a Social Media Blitz, taking “selfies” in Last Ship-themed gas masks and posting pictures to Social Media, reminding listeners, “Whatever you do, don’t breathe,” while encouraging tune-in for The Last Ship premiere. A fully integrated campaign complete with DJ Endorsements, premiere countdown spots, web banners, social media, and postings of The Last Ship trailer on station websites helped draw 7.4 million viewers to The Last Ship premiere, making it cable’s biggest series launch in 2014.
