Development • Creative Direction • Production • Design • Execution
How do you promote something that kills 50% of its users? The Battle for Promicin, a multimedia interactive national campaign promoting the 4th season of USA Network’s “The 4400”, tells the complex story of what happens from the distribution of the fictitious drug Promicin through the premiere episode. This campaign aimed to involve fans and hook new viewers with a series of more than 70 videos that set up a faux national debate over the drug. The viral style campaign covered all aspects from autopsy and news reports to websites, wild postings, banner ads, video blog entries and television spots. The campaign was awarded with an Andy Award for best Non-Traditional Advertising Campaign and a MIXX Award for best Digital Video.