In partnership with Amazon, Showtime developed the first-ever programme to offer Kindle owners the summer-long opportunity to download a free copy of the first script from Showtime's new show, Nurse Jackie. After reading the script, users were also given the opportunity to view the entire pilot episode on Amazon.com or SHO.com. The script would be made available through all Kindle reader devices which include the Kindle, Kindle 2, Kindle DX, Kindle on iPhone, Kindle on iPod Touch, and the Amazon.com Kindle reader. To enable free downloads, the regular “pre-baked” Amazon Whispernet (Sprint Wireless Network) fee-for-download was subsidised by Showtime. Along with cover art and a title page, the script came with the show’s schedule and a call-to-action urging readers to watch the premiere of Nurse Jackie.The platform would please Kindle owners (first-ever free, premium content!) and build a creative connection with their subscribers.

Showtime accomplished their primary goal of making Nurse Jackie the best premiere ever attracting over 1.35 million viewers (Nielsen). The secondary objective was to build buzz and conversation through creative sampling efforts and, ultimately, to get people talking about Nurse Jackie. Within 48-hours of launch, the script entered the Top 20 Kindle Downloads on Amazon.com and the Kindle Storefront, ahead of 330,000 titles – along with an 800% increase in blog/social conversations.Showtime was the first advertiser to create and implement a workable, monetisable ad solution for digital e-readers that added value to the consumer experience.