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MSN case study: Digital spices up MasterChef USA launch on PRIME
BRIEF: Drive awareness and viewing intentions for premier episode of MasterChef USA
CLIENT: Prime TV
TARGET AUDIENCE: Females aged 25-54 years
PLATFORMS: MSN.co.nz
AGENCY: DraftFCB
Campaign overview
The popularity of new shows has boosted national free-to-air channel Prime TV’s audience share. But if good programming is king then seeding interest in new series is queen, and finding ways to showcase your product before it goes to air, knowing that leveraging large competing broadcasters is out of bounds, is the next challenge. No problem, thanks to the internet. However, you’ve got to be where your audience is willing to hear from you. More than that, when you find the right people, they must be treated carefully – you don’t want to turn them off with clumsy approaches. Partnering MSN.co.nz, Prime TV and media partner DraftFCB hooked in an audience proven receptive to entertainment. Embedding expandable video in variously formatted ad units provided cost effective reach and viewers with a mechanism to control and interact with creative.
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