How House of Cards is Winning the Marketing Game

I’m voting for Frank Underwood for President in 2016, and here’s why: House of Cards is winning the marketing game.

The trailblazing show has launched an integrated marketing campaign to support Frank Underwood’s run for President which is winning votes (and viewers) left and right. The campaign includes social media, direct mail, promotional products, printed pieces, a microsite and real-life appearances by President Underwood (played b Kevin Spacey).

For me, it all started with a tweet. I came across a video of the President asking me for his support by tweeting #Underwood2016. As a fan of the show (and its marketing), I obliged. Shortly thereafter, I received a response from House of Cards thanking me for my support and asking me to enter my information on a well-designed microsite, which I did.

I forgot about our interaction until I received a package this week. Upon opening it, I discovered a handwritten note from the President along with a badge and decal. Not only did House of Cards send me a gift, but the promotional products were popular political items. Spot on!

Of course, I snapped a picture of my new swag and posted it to Twitter and CCC’s Facebook page. Pinterest and Instagram posts are forthcoming. Last night, I checked the show on Netflix just to make sure I hadn’t missed the season 4 premiere.

Another part of this well-executed campaign is personal appearances by Frank Underwood. On February 23, Underwood debuted his official presidential portrait at the Smithsonian’s National Portrait Gallery (NPG) in Washington, DC.

This wasn’t just a digital stunt. The portrait is now available for viewing at the NPG.

Of course, the timing couldn’t have been more perfect with the real presidential race heating up. The House of Cards social media team has been on tone while interacting with fans and the media.

A Presidential Review

In summary, the House of Cards marketing campaign nailed the timing, cross-channel integration and tone of the brand. Every detail has been painstakingly addressed, and fans the world over are gearing up to cast their vote for House of Cards season 4. The real presidential candidates — and marketers everywhere — could take a page from the House of Cards marketing team.

Rock the vote for #FU2016 (and on brand, relevant marketing). ✔️

p.s. House of Cards season 4 debuts March 4th. Will you be tuning in?

Jaime

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