To promote its new horror drama Penny Dreadful, Showtime turned to sites like YouTube and Hulu as well as to mobile wallet apps.

Did you think the Passbook on your iPhone was just for movie tickets and airline boarding passes? Think again: Showtime is now using Apple’s mobile wallet, as well as Google Wallet on Android phones, to market its new horror series Penny Dreadful. Showtime’s Penny Dreadful fan pass doesn’t come with a bar code or a loyalty code, and you won’t be able to get any rebates with it, but it automatically… [Read more on Gigaom]