Showtime Partners With AnalogFolk

First published on AdWeek by Stephen Lepitak, Adweek's Europe Bureau Chief. 

American broadcaster Showtime is developing a promotional content strategy with AnalogFolk’s New York team to make audiences more aware of its series going to air, promoting comedy Flatbush Misdemeanors.

The collaboration will see a new approach brought to promoting new programming from Showtime, with the Flatbush Misdemeanors work aiming to celebrate the series’ characters and the New York area where it is set.

The 10-episode series, which began to air in May, follows creators Dan Perlman and Kevin Iso, who play characters struggling to succeed in their local neighborhood.

The campaign to promote the series was devised by Analogfolk and produced by the channel’s inhouse team. The aim was to match characters who have real businesses in the Flatbush neighborhood to blur reality and celebrate the locale. Each 30-second spot features one of the characters promoting their business.

To promote the show, Showtime also developed a social content campaign speaking to the community of Flatbush to showcase its culture using local New York influencers.

Kunal Muzumdar, managing director, AnalogFolk New York says that “Showtime’s combination of innovative new programming and creative ambition gives us an amazing opportunity to rethink how new shows get introduced to the world. The aim of the work is to celebrate the personality of both the characters and the area that inspired the series.”