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MSN case study: Rich content integration works magic for TVNZ/TV2 Shortland Street Summer Fling
BRIEF: Maintain Shortland Street awareness and talkability over the holiday hiatus
CLIENT: TVNZ
TARGET AUDIENCE: 18-39 year olds
PLATFORMS: MSN.co.nz
AGENCY: Starcom
Campaign overview
Delivering a killer new season rating’s punch is a big ask when you’re coming off television’s dreaded summer hiatus (mid-December to mid-January). Just how do TV networks hold attention when shows are off-air and their viewers are up to the hilt in summer holiday fun? TVNZ’s answer for Shortland Street was a big idea called Summer Fling – a Facebook app exhorting fans to have a summer fling with their favourite Shortland Street character. As the campaign’s exclusive digital advertising partner, MSN had to enliven – amplify, even – the Summer Fling idea, supporting Facebook and TVNZ promotion to maintain top-of-mind awareness and talkability over the holiday hiatus. The overall result was a knockout, delivering TVNZ a whopping 50 percent audience share of 18-39 year olds for the new season’s first episode.
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