Want to be a powerful, political Boss like Mayor Tom Kane (Kelsey Grammer)? Well be careful, because it’s not an easy road – you might even find those closest to you turning on you! With Starz’ acclaimed Boss returning for Season 2 on Friday, August 17th, a special website has launched, www.PriceForPower.com. Price For Power uses your Facebook profile information to create a unique experience, making you the star of a Boss-like political scenario – one that comes with Boss-like threats, including your friends turning on you!
Erin Dwyer, Starz' Executive Director, Digital Marketing, tells me, “We were trying to find a way to get viewers and non viewers a unique way to experience the show that would have a level of social currency and entertainment that would make them want to pass it on. We played with ideas specific to the show while on air but we really wanted to create something that had momentum leading up to our premiere. We wanted to make the content/experience shine and feels likes like traditional 'marketing' by putting the consumer as the star and using our show as the backdrop as the consumer's customized story unfolds.”
Said Kelly Bumann, SVP, Digital Marketing, “Our goal was to immerse consumers in the crazy world of Boss where Tom Kane goes to unheard lengths to preserve his position of power. It puts you personally inside this world and we think makes for a compelling way to get consumers interested in the show. It is also very personalized and we feel this will encourage pass-along --- which is a critical component to our overall goal to build buzz and awareness for the show.”
As Bumann noted, the experience is personalized – and it’s very funny to see which of your friends ends up incorporated into the storyline of your video, possibly accusing you of dastardly deeds. You can use Price of Power over and over and get a different video each time, with different familiar names used. Said Dwyer, “We wanted consumers and their friends to have varying experiences with different images, friends and even different messages directed to them each time they try the experience. This also alludes to the idea that you never know who to trust when people are hungry for power.”
Some may pause about using an interface that pulls your Facebook information, but Starz assures me that it won’t be used for any other purpose but your own entertainment. “It’s completely safe,” said Dwyer. “The info is pulled only to give the consumer a deep, immersive and personalized experience. Starz does not receive any of that information or data. It all is accessed through Facebook Connect technology and the data is never directly provided to us.” Noted Bumann, “It doesn't have any direct impact to your Facebook page and we do not obtain any personal information.”
I asked if it was possible for updates to Price For Power down the line and Dwyer told me, “This is something we have kicked around since the idea came up. We have brainstormed some ways to update the storyline as Season 2 progresses and bring in new story elements and basically turn the consumer into a character in their own story. Moving forward with that will be dependent on many variables but if ‘Price For Power’ is a hit we'd love to keep feeding the story to our consumers in a unique way.”
www.PriceForPower.com can be accessed now. Boss: Season 2 premieres Friday, August 17th on Starz.
Source : feeds.ign.com
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