For the tease campaign, we focused on five iconic images from the unexpected universe of the show that were at once hauntingly beautiful, and yet subtly disturbing. For the key art, we brought the focus of the show back to the twisted relationship between mother and son. Our press kit fully embraced the tone of the campaign, with a book enclosed behind a split portrait: half-Norman and half-Norma, and the tagline “Like Mother. Like Son.” overhead. On the 12 Rooms website, site visitors were served voyeur-encouraging dialogue, inviting them to look through the peepholes of the motel’s 12 rooms. A neon sign drawing on the equity of the Bates Motel itself was constructed for our Houston Street billboard. And to nod to the show’s dark humor, “Norma” & “Norman” bathroom signs were made for Comic-Con, poking at perhaps the most famous bathroom scene in all film - Psycho’s shower sequence.

The series premiere of Bates Motel delivered 3 million total viewers and 1.6 million in both A18-49 and A25-54. This performance made Bates Motel the #1 original drama series debut ever on A&E in both demos.

The 12 Rooms site was viewed in nearly every country, on every continent. Over 400,000 unique visitors drove over 1.5 million page views. 109,000 GetGlue stickers were claimed, and social media shares spanned 15 different platforms, with over 1,200 shares on Facebook alone. During the week of Comic-Con, Bates Motel obtained 8,000 new Facebook fans, 1,700 new Twitter followers and 270,900 social impressions.