Singapore – The thunderous roar of a New York Police Department (NYPD) motorcade, caught the attention of shoppers on Orchard Road late last month. This unusual sighting was AXN’s first-ever such event, comprising 26 vehicles, to promote Blue Bloods, the channel’s latest US cop series. The on-the-ground motorcade stunt was the culmination of an extensive online and on-air campaign, featuring NYPD sightings across Asia reported by fictitious AXN News Network (ANN). A series of on-air promos, first seeded on social media sites Facebook and Twitter, kicked off with ANN first reporting a spike in crime rates in New York City as a result of huge contingents of NYPD cops who had headed to Southeast Asia. This was followed by other reports of ‘Men in Blue’ sightings in locations, such as Singapore’s Chinatown, Kuala Lumpur’s Petronas Twin Towers and Manila’s Makati City. Blue Bloods premiering on AXN on 21 February is a drama about a multi-generational family of cops dedicated to New York City law enforcement. The series marks multi-award winning Tom Selleck’s (Magnum P.I., Jesse Stone) return to primetime TV, and he will be joined by Donnie Wahlberg (Righteous Kill, Band of Brothers), Broadway luminary Len Cairou (Damages, The West Wing) and Bridget Moynahan (Sex and the City, Coyote Ugly). Check out the campaign’s buzzsite, www.axn-asia.com/ann for more.