Viral Campaign for One of Showtime Network\'s hit original series

3. THE SAINT OR SINNER EXPIERENCE
Saint or Sinner is a fun way to compete with
friends and to share videos, stories, and
photos in a Nurse Jackie-branded online
environment on Facebook.

4. THE SAINT OR SINNER EXPERIENCE:
POSTING/SHARING
The Posting Phenomenon
Twitter, Facebook, F My Life
Our generation’s obsession with posting and sharing
Participation in Saint or Sinner
Users post content
• video, text, links, photos
Users view content
• User generated content
• Nurse Jackie clips, quotes
Users share content
• Facebook’s sharing capabilities

5. THE SAINT OR SINNER EXPERIENCE:
STATUSES
Voting
Users vote on the content they view
Is it saintly or sinful? Vote: SAINT or SINNER
Statuses
Participants have a status based on the rating of their
posted content as saintly or sinful.
Facebook Profile badge - are you a SAINT or a SINNER?

6. THE SAINT OR SINNER EXPERIENCE:
CONTEST
All participants receive free content
 wallpapers and ring tones
 incentivizing initial registration
Sweepstakes for a walk on roll in the show
 Entries into sweepstakes are given for each
contribution a participant makes to Saint or Sinner
(posted content and votes)
 incentivizing continued participation

7. A VIRAL EXPERIENCE
Facebook integration
• Simultaneous Posting from Saint or Sinner on Facebook
• Profile Badge
• Newsfeed
The Saint or Sinner Widget:
•Embeddable version for personal websites
•"Daily Saint or Sinner"
Mobile Application
•Mobile access to Saint or Sinner

8. VIRALITY: THE ANATOMY OF BUZZ

9. EXTENDING SAINT OR SINNER
Online Partnerships
Potential Partnerships with Facebook and
Twitter to share user content interactively
Commercial Partnerships:
o Team with sites like Sugar Networks, YouTube, and Others to
promote RSS feeds
o Mobile Application on Smartphones

10. PROJECTED RESULTS
Engaging users in the brand in an informal setting
Building a fan base of registered users to generate a
user database for re-targeting advertising
Reaching out to the 18 – 35 year-old demographic to
utilize their obsession with sharing to share our own
content

11. CREATIVE:

12. AND IN CONCLUSION
Saint or Sinner:
Will appeal to our generation
Will attract both superfans and nonfans of
the show
Is easily implementable

13. EXTRA SPECIAL THANKS TO:
Marcelo Guerra
and Ken Todd, Andre Sala, Dan Leventhal,
Janine Criscuolo, Loretta Bender, Nicole
Meola, and Jennifer Garelick