Picturing a premiere

In anticipation of The Last Ship series premiere, we created an experience that would connect consumers to the show’s post-apocalyptic drama on a personal level. So, we asked: if a deadly virus hit in real life, what object would you preserve to best represent humanity? Fans responded by uploading photos via Instagram to our digital Time Capsule.

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First-rate

Between our Season One Instagram activation and an additional promotion driving TV Everywhere views, we reached over 979,000 fans. Our engagement strategy paid off: the chart-topping debut of The Last Ship garnered the most viewers of any 2014 premiere.

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More than marketing

As Season Two neared, we knew that the show would bring in big numbers—so we decided to make a big difference. Our 2015 promotion, Spread the Cure, donated $1 to the USO for every special The Last Ship image shared on social media. The network has already renewed the series for a third season, so we know we haven’t seen the last of its success.

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