Premiering a new series with an impressive cast of characters meant a few introductions were in order.

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Coinciding with the premiere of Showtime’s Ray Donovan, The New York Times iPad app was taken over by this groundbreaking campaign for Showtime's new series. To keep the creative fresh for readers, dozens of 5-second, auto-play video banners rotated within the app's five unique ad placements. Upon expansion, a full-screen, interactive trailer video would begin to play.

Users were encouraged to tap anywhere to pause and learn more about the characters. When paused, contextually placed hotspots allowed users to tap and learn more about the series. As the trailer concluded, users were invited to download the first full episode for free, purchase the trailer’s theme song, or download the Showtime Anytime® app from iTunes.