The first ever “mock-cover” campaign was created – with selected icons like Esquire, Vanity Fair, Wired, The New York Times Magazine.

We gained, for the first time ever, permission to use the magazine’s trademarked look/design/layout, and create a mock covers to tell different sides of the Dexter story – adapting the masthead (DQ became GQ) and headlines around a customized portrait of Dexter.

To maximize impact, the mock-covers ran all at once in each magazine. We convinced Rolling Stone and US Weekly to run it on the back cover. We took the idea further to create mini Dexter sections, with mock-editorial running opposite the mock-cover.Another first – as we took this idea across online and out of home, the magazines continued to give us permission to leverage their look and feel.

• Dexter Season Three became the highest rated series for Showtime since 2004.

• Season Three saw a massive 20% increase in viewership on seasons one and two.

• Seasons four and five were commissioned during Season three as a result of its phenomenal success.

• The campaign generated huge PR, getting coverage in leading titles such as The New York Times.