We still have another week to wait for the return of “From Dusk Till Dawn: The Series” to El Rey’s Tuesday night lineup, but to keep you busy, a new promo campaign has begun that asks: What would you do for Santanico Pandemonium?
El Rey Network’s new multi-platform promotional initiative is titled “Slaves for Santánico,” and it was designed to drive fan engagement and sampling for El Rey Network’s first original scripted series, “From Dusk Till Dawn: The Series.”
The innovative marketing program, which runs April 21st through May 21st, is timed to support the airing of the series’ final four episodes, beginning with Episode 1.07, “Pandemonium” (airing April 29th), which features Eiza Gonzalez as Santánico Pandemonium. Credited for launching actress Salma Hayek’s career, the Santánico character has been etched into the memory of fans around the globe, and in Episode 1.07, Gonzalez will reenact the iconic snake dance from the cult classic film (which features special makeup effects by “The Walking Dead’s” award-winning makeup guru, Greg Nicotero, who oversees makeup effects for the El Rey Network series).
The Santánico party line (1-800-315-2744) will lure callers into a highly responsive two- to three-minute conversation wherein Santánico herself seduces them into answering the question, “What would you do for Santánico Pandemonium?” The personal experience will vary based on caller responses, making for an unforgettable and unduplicated encounter for users.
The campaign, conceived by Campfire, part of SapientNitro, with media planning by Media Storm and technology provided by Dinah Moe, will allow El Rey Network to capture participant responses. The most creative answers will be recreated as visual postcards and posted on a customized TUMBLR page, hosted on SlavesForSantánico.com, and shared via El Rey Network’s extensive social platforms. As a parting gift to her most devoted “worshipers,” Santánico will provide a passcode where fans can log on to SlavesForSantánico.com and collect exclusive “From Dusk Till Dawn: The Series” digital goods.
The full brand experience will target consumers through advertising on three platforms including mobile, radio, and out-of-home. Santánico Party Line branded voice-activated urinal cakes and burlesque-style posters will be distributed in designated bars throughout New York and Los Angeles. Mobile ads will be activated to simulate incoming calls from Santánico, and targeted radio spots featuring Santánico and Carlos Madrigal (portrayed in the series by Wilmer Valderrama) will tempt fans to dial in and become “Slaves for Santánico.”
Chad Blankenship, El Rey Network’s Vice President, Consumer Marketing & Communications, said: “From Dusk Till Dawn’s iconic characters are the perfect jumping off point for this innovative, multi-platform initiative. The party line and creative campaign activations leverage Santánico Pandemonium’s enormous popularity and invite fans to participate more deeply in the series narrative. The concept is sure to entice new viewers and appeal to the highly coveted demo of men 18-49, including the all-important millennial fan base.”
“From Dusk Till Dawn: The Series” centers on bank robber Seth Gecko (D.J. Cotrona) and his violent, unpredictable brother, Richard “Richie” Gecko (Zane Holtz). The series deepens the tone of the original film, adds new characters and backstories, and expands the Mesoamerican mythology behind the creatures inside the club.
Along with Cotrona and Holtz, the international cast includes Jesse Garcia, Eiza González, Wilmer Valderrama, Adrianne Palicki, Jake Busey, Don Johnson, Madison Davenport, Lane Garrison, Robert Patrick, and Brandon Soo Hoo. The 10-episode, hour-long series is El Rey Network’s first scripted original and has already been renewed for a second season.
If you need to catch up, there will be a “From Dusk Till Dawn: The Series” marathon on Sunday, April 27th, beginning at 9 am PT/12 noon ET (repeating multiple times throughout the day). You can also find it in the U.S. via the following partners: Amazon, iTunes, Sony Playstation, Xbox, Vudu, Google Play, Cinemanow, Blackberry, and Target Ticket. Each episode is made available the day after broadcast on all outlets.
“From Dusk Till Dawn: The Series” Episode 1.07, “Pandemonium” (airs 4/29/14)
With everyone at odds, the Gecko brothers and the Fuller family are forced to sit down and watch the nightly performance by Santanico Pandemonium. When Ranger Freddie Gonzalez shows up to exact revenge, the show takes an unexpectedly savage turn. Teleplay by Diego Gutierrez; directed by Robert Rodriguez.
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