[05/22/07 - 03:44 PM]
USA Network Enlists Campfire for the 4400 Season Four Launch
A teaser video is currently live on the show's home page, The4400.com and will ultimately serve as a rabbit hole into the campaign's initial launch consisting of 3 websites.

[via press release from USA]



Blurring the Lines Between Entertainment and Advertising

NEW YORK, NY � May 21, 2007 � In support of the fourth season of their critically acclaimed hit series, The 4400, which chronicles a world changed by 4400 people abducted and then returned with extra-human abilities, USA Network has tapped Campfire (www.campfiremedia.com) to create a multi-tiered marketing experience that extends the show's unique storyline and uses it as a creative inroad to drive viewer advocacy and participation. The campaign, set to kick off May 21, picks up from the season three finale, wherein a lead character, Jordan Collier (played by Once and Again star, Billy Campbell) distributes Promicin, a substance that either kills you or gives the user a superhuman ability. The "Battle for Promicin" is the central theme of Campfire's campaign, which constructs a national debate over the substance. The elaborate extension of the 4400 universe is brought to life through a series of seven websites, 70+ original web videos, live events nationwide, and an intricate mobile marketing platform all supported by intensive user generated participation.

The 4400, whose first season ranked as the highest-watched new series in the history of basic cable, averaged 2 million viewers last summer and was named the #1 original scripted series for the 25-54 demographic. Season four is set to launch on June 17, 2007 at 9pm/8c. The series picks up on its exploration of the lives of 4400 previously abducted people who, without any sign of aging, reappeared equipped with a range of extraordinary abilities. In season four - much to the chagrin of NTAC (National Threat Assessment Command), the government agency enlisted to monitor 'the 4400' - 4400-like abilities become available to the general public through Promicin, but not without potentially deadly repercussions.

"The 4400 is a fantastic show with a great fan-base. For season four, we really wanted to do something special for the fans; something that would get them excited about the new episodes and act as a base for pushing The 4400 back into national awareness. Campfire's expertise in this kind of 'entertainment as advertising' made them the perfect choice for conceiving and executing the campaign", says Alexandra Shapiro, vice president, marketing and brand strategy for USA Network.

A teaser video is currently live on the show's home page, The4400.com and will ultimately serve as a rabbit hole into the campaign's initial launch consisting of 3 websites: PromicinInfo.com � an informational hub covering all aspects of the 'Battle for Promicin'; PromicinTerror.com � an anti-Promicin site; and PromicinPower.com � the site of a group that supports Collier's distribution of the substance. The full campaign rollout will continue through the premiere episode and will follow the evolution of The 4400 storyline as it unfolds. Campfire is responsible for all aspects of the campaign, which serves to energize fans of the show, while enticing new viewers to participate in the events leading up to and following the fourth season's premiere episode.

"The 4400 is the granddaddy of the serialized sci-fi-ish dramas so popular right now. It's got this wonderfully deep mythology yet, with the introduction of Promicin, it's got this great hook for simplifying the concept of people gaining these extra-human abilities. Campfire's campaign takes this controversial issue and runs with it", says Campfire Creative Director, Gregg Hale.

The 4400 was created by Scott Peters and Rene Echevarria. Ira Steven Behr, Scott Peters, and Maira Suro are executive producers. The 4400 is produced by CBS Paramount Network Television in Association with Sky Television, Renegade 83 and American Zoetrope for USA Network.

About USA Network

USA NETWORK is cable television's leading provider of original series and feature movies, sports and entertainment events, off-net television shows, and blockbuster theatrical films. The #1 basic cable network across the board in 2006, USA Network is seen in 90 million U.S. homes. The USA Network Web site is located at www.usanetwork.com. Characters Welcome.

USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.

About Campfire

Founded in 1999, with offices in New York and Orlando, Campfire helps advertisers, agencies and publishers rethink marketing through active audience engagement. By employing integrated tactics in the traditional, guerilla, interactive, social media and consumer engagement categories, Campfire helps put brands in the hands of captivated consumers An acclaimed leader in the new marketing space, Campfire has collaborated on campaigns including: Sega's Beta-7, Audi's Art of the Heist, Levis' Uncomplicate, HP's Over the Hedge, Old Spice's Last Guy's Film Festival, and Pontiac's Motorati Island in SecondLife.

  [may 2007]  

· 4400, THE (USA)

[10/23/16 - 10:03 AM]
Saturday's Broadcast Ratings: ABC, College Football Top Viewers, Demos
The Alphabet wins said evening for the fourth consecutive week.

[10/23/16 - 09:43 AM]
"SNL" Hits Season Highs, Best October Overnights in 8 Years
NBC spins the numbers for Saturday, October 22.

[10/23/16 - 07:06 AM]
Live + 3 Ratings: ABC's "S.H.I.E.L.D." Is the Season's First Broadcast Series to Post Triple-Digit Growth in Adults 18-49
ABC further spins the numbers for Tuesday, October 18.

[10/22/16 - 09:09 AM]
Friday's Broadcast Ratings: CBS Tops Night in Viewers, Demos
The Eye's trio of dramas lead the evening in both categories.

[10/22/16 - 09:05 AM]
"Dateline" Matches Its Season High in 18-49, New Season High in Total Viewers
NBC spins the numbers for Friday, October 21.

[10/22/16 - 08:42 AM]
ABC Earns Most Watched Friday This Season - "Shark Tank" Is the #1 Show in Adults 18-49
ABC spins the numbers for Friday, October 21.

[10/21/16 - 02:02 PM]
NLCS Game 5 Is Second Most-Watched Telecast in FS1 History
FOX Sports spins the numbers for Thursday, October 20.

[10/21/16 - 12:08 PM]
Freeform Brings Fan Favorite "Stitchers" and New Original Sci-Fi Series "Beyond" to Stan Lee's L.A. Comic Con on October 29 and 30
"Stitchers" co-stars Ritesh Rajan, Damon Dayoub and Sarah Davenport are among those scheduled to appear.

[10/21/16 - 10:05 AM]
Freeform's Annual "Countdown to 25 Days of Christmas" Starts on Thanksgiving Day, Thursday, November 24
Said offerings include the premiere "The Odd Life of Timothy Green," "Boxtrolls," and the network premiere of the fourth installment of the hit "Cinderella Story" franchise, "A Cinderella Story: If the Shoe Fits."

[10/21/16 - 10:04 AM]
Freeform's Funday Programming Event Begins November 12 and Continues Through November 13
Highlights include the network premieres of "Planes: Fire & Rescue," "How to Train Your Dragon" and "Shrek Forever After."

[10/21/16 - 10:03 AM]
"Madonna: Rebel Heart Tour" to Premiere on Showtime(R) on December 9 at 9 PM ET/PT
The film is co-directed by Danny B. Tull and Nathan Rissman, both of whom have worked extensively with Madonna on her feature films and tour movies.

[10/21/16 - 09:55 AM]
David Blaine Is Back With an Extraordinary Special, "David Blaine: Beyond Magic," Airing Tuesday, November 15, on ABC
Following his critically acclaimed ratings smash "David Blaine: Real or Magic," Blaine returns with his most revealing performance yet.

[10/21/16 - 09:35 AM]
Video: Netflix's "Haters Back Off!" Star Miranda Sings Shares Some of Her Favorite Things
Based on the character created by Colleen Ballinger, "Haters Back Off!" delves into the oddball family life of Miranda Sings.

[10/21/16 - 09:31 AM]
Video: Netflix Unveils The Ivory Game Trailer and Poster
From executive producer Leonardo DiCaprio, The Ivory Game is an epic documentary feature that goes undercover into the dark and sinister underbelly of ivory trafficking.

[10/21/16 - 09:29 AM]
Premiere Date Change - A&E Network Will Now Air Original Docu-Series "The Killing Season" on November 12
The newcomer will now roll out with back-to-back episodes one week later than previously announced.