Whenever a TV network launches a new series, a race is on to get viewers to tune in before they get distracted by something else. Executives at USA Network are embracing that concept almost literally.
To generate attention for "Damnation," a new drama that shows haves and have-nots duking it out in the 1930s, USA has tapped racing driver Clint Bowyer to promote the show during a NASCAR race between November 10 and November 12. His #14 Ford Fusion will carry a red-and-grey paint scheme promoting the television series during the Can-Am 500K race weekend at Phoenix Raceway. "Damnation" premieres at 10 p.m. eastern November 7, but in a world where TV viewers can watch what they like at the press of a button, it never hurts to have a colorful reminder once a series is available for consumption.
The marketing ploy gives NBCUniversal the chance to get extra attention for a TV series, to be sure, but also, perhaps, gain different viewers for its NASCAR events. NBCUniversal splits the rights for NASCAR with 21st Century Fox in a deal that lasts through 2024.
NBC Sports initially reached out to Stewart-Haas Racing, which owns and manages Boyer's car. To make sure the "Damnation" colors catch viewers' eye, USA Network executives made sure the car also featured some of the characters from the series.
--- Variety ---