To kick off Season 4 of the hit series Dexter, One Source VMS is unveiling a one of a kind blood slide mosaic. This 8′x 10′ portrait contains over 4,000 grooved slides with paint splatter that render the face of Dexter Morgan, the title character played by Michael C Hall. This larger than life piece will be available for limited public viewing at the Vanderbilt Taxi Stand at Grand Central Terminal on September 22nd and 23rd. Showtime commissioned One Source VMS to create this high end art piece. The portrait was produced using a paint splatter technique which took nearly 90 hours to complete. Will Brockmeyer, the painter, said “It’s a unique way to show the duality of Dexter’s character, who analyzes blood splatter by day and is a serial killer by night who methodically keeps blood slides of each victim.” This is truly a site worth seeing in the flesh. Please stop by Grand Central September 22nd and 23rd to see what all the buzz is about. Don’t forget to catch the season premiere of Dexter on Showtime, Sunday, September 27th at 9pm.

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Playing Nurse

To promote Nurse Jackie, Showtime’s new dark comedy about a pill-popping emergency room worker, the network took user-submitted content from its Web site to an al fresco video installation in three markets.

Just a few days before the debut of its latest series, Nurse Jackie, Showtime set up a three-day interactive promotional stunt at high-traffic spots in Chicago, Los Angeles, and New York. But instead of moving the relatively modest installation from market to market, Showtime erected three separate pop-up billboards simultaneously.

Overseen by Showtime director of promotions and partnerships Larry Kieran, the project had three goals: In addition to making potential viewers aware of the new show, the network was particularly keen to reach out to medical professionals and bring more consumers to its Web site. So in the weeks before the stunt, marketers made a big push to target the nursing community online. According to Kieran, several thousand men and women were directed to the Nurse Jackie page, where they could use a Twitter application to voice their thoughts about their jobs, health care in the United States, and what they thought of the show’s pilot episode—all in 140 characters or fewer, of course. One Source Visual Marketing Solutions was charged with incorporating the responses into the stunt.

One Source has previously partnered with Showtime to disguise the facade of the Sheraton New York Hotel & Towers as an English castle to promote The Tudors, so the group’s printed graphics covered much of the installations. The company also incorporated the thousands of responses Showtime received on its Web site by streaming them across large screens on each of the billboards in between preview clips of the series and invitations for pedestrians to visit the Web site and contribute thoughts of their own.

Street teams surrounding each of the installations gave out iTunes gift cards with instructions on how to find a free preview of the series and told passersby that for every Twitter post made on the Nurse Jackie Web site, the network would donate $1 to charity.

The network had an unexpected rationale behind its decision to create a presence in Chicago, Los Angeles, and New York—where the stunts took place at Navy Pier, the Hollywood and Highland Center, and General Motors Plaza, respectively. The three markets are the most highly populated metropolitan areas in the United States and have the highest concentrations of Showtime subscribers, but they’re also the three biggest cities for hospitals and medical facilities—and Showtime was adamant about targeting the campaign at actual nurses.

Showtime’s success with the stunt and the series as a whole won’t be clear for at least a couple of weeks, but the network is confident enough to include Nurse Jackie in its planning for another experiential endeavour later this year. The network’s partnership with Metropolitan Home for the magazine’s annual show house will see its second outing in late summer or early autumn in New York. Two Nurse Jackie-themed rooms are already in the works.

READ THE ARTICLE AT BIZ BASH >

Showtime’s Nurse Jackie Video Twitter Installation >

The event promotion simultaneously launched in three markets: Kodak Theatre Pavilion in Hollywood, CA, Navy Pier in Chicago, IL, ans GM Plaza Apple Store in New York City. Street teams handed out “Nurse Jackie” promo cards. Concept, design, engineering, technology, & execution all under one roof. One Source VMS.

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The Event Promotion will be up and running on June 2, 3, and 4 (Tuesday, Wednesday, Thursday) and will simultaneously launching three markets: Kodak Theatre Pavilion in Hollywood, CA, at Navy Pier in Chicago, IL, and in front of the GM Plaza Apple Store on 5th Avenue and 59th Street in New York City. Street teams will be on location handing out “Nurse Jackie” promo items and iTunes gift cards.

GM Plaza, New York
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Navy Pier, Chicago
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Kodak Theater, Hollywood & Highland Center, Los Angeles
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One Source VMS put together the team that developed the inspiration, design, strategy, engineering and technology that produced the installation. I think you will find the Experiential Video Installation for “Nurse Jackie” project a real inspiration.

Rahul Siddharth
Executive Creative Director

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