Cinemax HD
Case Study: Cinemax HD – Star Wars Series Premiere
Client: Cinemax
Media Used: Internet
Objective:
Announce the premiere of all six Star Wars episodes on Cinemax HD (high-definition) to a national audience. Additionally, to promote a national sweepstakes and user-generated video contest hosted by Comcast.
The Challenge:
Star Wars movies were never shown in high-definition prior to this campaign. Therefore, tune-in messaging needed to be vibrant and unique. Also, since there were two additional objectives (sweepstakes opt-ins and user-generated video submissions) that needed to be met simultaneously throughout the campaign, each needed to be distinct and targeted appropriately.
The Solution:
By using a blend of online portals, site-specific publishers, top-tier fan sites, and search, while weighting impressions equally across properties, we were able to efficiently reach the intended audience with balanced frequency. Additionally, distinctive creative was used for each of the three executions in order to effectively maximize clickthroughs and conversions. The campaign was launched several weeks prior to the premiere date with ad impressions increased several days before and after the premiere day.
The Results:
The campaign strategy was very successful, hitting all of its marks effectively and surpassing planned goals. Overall clickthrough rates on the tune-in execution exceeded 1% and sweepstakes entries achieved a 15% overall conversion rate. There were a great many user-generated videos uploaded to the Ziddio video sharing site for contest participation, with over 20 thousand visitors.