SHOWTIME TURNED CITYBIKERS INTO SUMMER SUBSCRIBERS.

BACKGROUND:
2019 -  When the perfect ad product doesn’t exist, build one.
TV viewership dips in the summer season, so SHOWTIME met consumers outside by taking streaming to city streets.
 
SHOWTIME launched a first-ever program with NYC’s CitiBike that unlocked free rides and subscriptions CitiBike users in New York City during the summer months.

 
The SHO x Citibike program included: Manhattan-wide OOH takeover of bike fleets, docking stations, experiential pop-ups, and SHO promotion across Citibike’s app, digital, and social channels.

 
The program was replicated in Austin, TX for SXSW and in Chicago, IL with other operators.