The Rise of the House of Usher
By | February 25, 2005
Showtime crafted an ambitious campaign to hype its Usher concert (March 5, 9pm). "One Night, One Star: Usher Live" will be preceded by a half-hour doc on Showtime and sister net MTV; meanwhile, other Viacom nets like MTV2 and BET will carry promo spots, with the latter bringing the R&B star to its "106th & Park" the week of the concert. Other gambits include sweepstakes ties to King World, Dr. Pepper and a national theme park chain.
