Cinemax “March: Month of 300″
Case Study: Tune in Campaign/Sweepstakes - “March: Month of 300”
Client: Cinemax
Media Used: Online Rich Media
Objective:
To grab the attention of men 18-34 and drive them to the complete listing of 300 features available on Cinemax in the month of March, beginning with the premiere of the movie 300 on March 1st. A secondary objective was to generate online sweepstakes entries for a chance to win a Chrysler 300C.
The Challenge:
We had to meet dual objectives in driving awareness and generating sweeps entries while delivering a cohesive branding message for Cinemax.
The Solution:
For the purpose of driving programming awareness, we ran non-video expandable rich media creative units, with specific tune-in information across sites targeted to men 18-34. We served another non-video expandable “Cinemax logo” banner across these sites to reinforce brand awareness. A third creative execution used a video-enabled expandable rich media ad unit to deliver information about the Cinemax 300 Sweepstakes, including the prize- The Chrysler 300C. This banner linked people directly to the entry form.
The Results:
The campaign achieved both objectives with great efficiency. Click-through rates to the programming banners exceeded industry average and the video-enabled sweepstakes banner recorded many thousands of plays.