Cinemax Acquisition/Tune in Campaign- “Never Say this to a Woman”
Case Study: Cinemax Acquisition/Tune in Campaign- “Never Say this to a Woman”
Client: Cinemax
Media Used: Online
Objective: The goal was to engage males 18-34 to sign up for Cinemax while driving tune-in awareness for upcoming programming on Cinemax.
Challenge: The creative had to be fun, edgy and highly relevant to the target audience. There needed to be coverage across a diverse goup of men’s interest categories in order to achieve greatest reach within the audience segment. Additionally the creative had to be multi-functional to meet all campaign goals once attention was caught.
Solution: We ran video-enabled rich media creative across men’s lifestyle, sports, entertainment and news sites as well as a sponsored viral text link on the Homepage of Fark.com. The :15 second video spot featured scenes from select upcoming Cinemax movies and was embedded in the banner. Once the banner expanded people had the option to click and watch as much of the video spot as they wanted, as well as the ability to order Cinemax, by simply clicking another button.
Results: The campaign was very successful in achieving its goals. Click-through rates to order Cinemax exceeded 1% with 31,000 video plays recorded. Over 68% of those who watched a video stay engaged throughout the entire spot. Simultaneously the viral link drove over 38,000 clicks to Cinemax in under 24 hrs of it going live.