El Rey Network today announced a new multi-platform promotional initiative titled "Slaves for Santánico" 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, rolling out April 21 through May 21, is timed to support the airing of the series' final four episodes, beginning with /shows/from-dusk-till-dawn-the-series/episode 107 (airing April 29) which features Eiza González 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 107, entitled /shows/from-dusk-till-dawn-the-series/Pandemonium, Eiza González 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 where 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 no_persob|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 "worshippers," 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 is centered around bank robber, Seth Gecko (D.J. Cotrona) and his violent, unpredictable brother, Richard "Richie" Gecko (Zane Holtz), who are wanted by the FBI and Texas Rangers Earl McGraw (Don Johnson) and Freddie Gonzalez (Jesse Garcia) after a bank heist leaves several people dead. While on the run to Mexico, Seth and Richie encounter former pastor Jacob Fuller (Robert Patrick) and his family, whom they take hostage. Using the family RV to cross the border, chaos ensues when the group detours to a strip club that is populated by vampires. They are forced to fight until dawn in order to get out alive. The series deepens the tone and expands the storyline of the film, adds new characters and backstories, and explores the Mesoamerican mythology behind the creatures inside the club. Miramax, producing studio and distributor of the original film, is a producing partner and distributing the series internationally in all territories. Entertainment One Television (eOne) exclusively represents DVD and EST rights in the US and Canada for the program.