• Multichannel News, Thursday, July 19, 2007 10:45 AM

Spike TV is pulling out all the stops to promote its new bank-heist limited series "The Kill Point." In what director of marketing Todd Ames calls a "bigness" approach, the Viacom cable net will have traveling billboards on 18-wheeler trucks in top markets, including Los Angeles and New York. It will also hand out thousands of $1 bills with stickers of "Kill Point" star John Leguizamo's face replacing that of George Washington. The cash will be randomly distributed in delis, bars, malls and restaurants in Los Angeles and New York.

"One of my philosophies is to try to deliver the program in the marketing itself," Ames says. The push -- similar to what it has done behind other top series like "The Ultimate Fighter" and "Blade" -- will also feature ad buys on national and local television, along with radio.

"Kill Point" is also getting outdoor exposure on subway platforms, phone kiosks and bus shelters. The show's premiere, set for Sunday night, will have limited commercial interruption with DirecTV and upcoming film "The Bourne Ultimatum" as the exclusive advertisers.

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