USA Network is partnering with Nascar to promote its new show, Damnation, premiering at 10 p.m. ET on Tuesday, Nov. 7, reports Variety.

Damnation tells the story of the struggle between working-class employees and the rich business owners they serve in the down-and-out 1930s.

To promote the show, USA is wrapping Nascar driver Clint Bowyer’s No. 14 Ford Fusion in a red-and-gray design that features some of the characters from the show. Bowyer will race the car during the Can-Am 500K race weekend at Phoenix Raceway Nov. 10-12.

“Given the broadly resonant themes and the action and excitement of Damnation, we thought wrapping a car would be a great way to introduce the show to Nascar fans – an incredibly valuable and engaged audience,” wrote Jason Holzman, senior vice president and head of creative for USA Network and Syfy, in an email to Variety.

The activation serves as a cross-promotion for NBCUniversal, which owns USA Network and co-produces the show with Netflix via its Universal Cable Productions. NBC Universal has a deal to share Nascar rights with 21st Century Fox through 2024, and airs races on NBC Sports.

Beyond the on-track promotion with Nascar, USA also intends to promote the show with out-of-home posters, trailers before movies and on national radio, TV, digital and social media.

Damnation stars Killian Scott, Logan Marshall-Green, Sarah Jones, Chasten Harmon, Melinda Page Hamilton, Christopher Heyerdahl and Joe Adler. Tony Tost, Adam Kane, James Mangold, Guymon Casady and Daniel Rappaport are executive producers on behalf of Entertainment 360. Tost wrote and created the pilot, which was directed by Kane.

[Cube image courtesy of Variety; large content image courtesy of USA Network/Andrew Eccles]


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