USA Network Promotes Editorial/Advertising Blur For 'Satisfaction'

Looking to blur more editorial content into its TV marketing efforts, USA Network is ramping up a campaign for its new drama “Satisfaction."

The drama focuses on modern marriage through the perspective of one couple and raises the issue: “What do you do when having it all is not enough?”  

USA Network has already been running a number of on-air TV promos for the show. It is also pushing more outdoor media -- on buses, kiosks and billboards -- with intriguing questions such as “Is Monogamy Realistic?” and “Is There Such A Thing As Happily Ever After?"

Print ads will also run, as well as native ads surrounding custom editorial in outlets such as SheKnows.com, The Atlantic and Huffington Post. The program premieres Thursday, July 17 at 10 p.m.

In conjunction with its usual TV program efforts, USA has struck two unusual editorial content deals -- one with Vice Media and another with HowAboutWe.com.

In conjunction with Vice Media, USA Network with start three-part docu-series, featuring real people and relationship analysts looking at modern love. The series will also run on USANetwork.com.

For HowAboutWe.com -- which is a digital network group focusing on helping couples --  will roll out a series of advertorials, which examine topics surrounding modern love. In addition, USA created a date night for the HowAboutWe.com audience, where they can attend exclusive an premiere screening series in Chicago (7/8), San Francisco (7/9) and New York (7/16).

USA also has a “Satisfaction” Web area -- with show content and blogs from journalists, relationship experts and life coaches.

Alexandra Shapiro, executive vice president of marketing and digital for USA Network, stated: “The tactics of this campaign truly blur the lines between promotion and editorial and should inspire debate and dialogue around the bold themes explored in ‘Satisfaction’.”

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