1 / 10

History Goes 360 America: The Story of Us

History Goes 360 America: The Story of Us. A Retrospective. The Goal. Make America the Story of Us the biggest & most essential cable viewing event. Strategy. Meeting the Challenge:. Fulfilling the Strategies:. Start the conversation early to spark buzz and cultivate awareness

cadman-wilson
Download Presentation

History Goes 360 America: The Story of Us

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. History Goes 360America: The Story of Us A Retrospective

  2. TheGoal Make America the Story of Us the biggest & most essential cable viewing event

  3. Strategy Meeting the Challenge: Fulfilling the Strategies: Start the conversation early to spark buzz and cultivate awareness Utilize media to exemplify that this isn’t a “typical” History show Reach the broadest audience and act as a magnet for new viewers to the network Leverage defining American Moments Execute multi-platform campaign First-to-Market Nielsen study

  4. Challenge / Approach • Phase I: Early Education • Generate Buzz • Cultivate Awareness • Maintain Active Dialogue • Phase III: Broad Reach • Highest Impact Media • Editorial Integration • Social Outreach • Phase II: Multi-Platform Awareness • Higher Impact Media • Continued Awareness • Extension into Gaming & Mobile MANY SOLUTIONS

  5. “History of Us” Experience First to Market Creation • Highlight and capture the awe-inspiring moments revealed in the series • Month long sponsorship editorially promoted through MSN (homepage, entertainment, etc.) • Cross platform voting sweepstakes, “What’s your favorite Moment in America’s History” • Ability to vote on History content, video, trailers, images, and select their favorite moments • Video Sampling – drive tune-in • Create synergy between platforms through voting and user engagement

  6. Early Education Sports • Rotational Media • Video Seeding Lifestyle News

  7. Multiplatform Awareness Section Roadblocks Gaming Integration Mobile

  8. Broad Reach Social Integration Editorial

  9. Demonstrated Results • 7.2MM Adults exposed to just digital program • 2.1MM of which tuned into the premiere episode; equivalent to a 1 rating • Frequency of 3 yielded the best ROI • Just over 71% of males exposed to messaging was through the multi-screen experience • 2.2MM Page Views on History.com on day of premiere • Highest ever recorded for network • 240MM Total Impressions yielded 117MM Video Views (avg: 16 seconds) • 59K Unique Visitors driven to Mobile WAP • Highest day on record for network • 161% increased viewership over three-weeks prior • Those exposed to both mobile and online messaging tuned in at 2x the rate of those not exposed • Nearly 100% of users exposed to mobile intended to tune-in to future episodes • TV with Online created the strongest connections and greatest tune-in impact Sources: Nielsen RDD/Online Panel survey (n = 320 for Exposed), n = 8,039 for Control) and Vizu May 2010 Data

  10. Key Takeaways • There is a direct correlation between frequency and tune-in • Data reveals that a 3+ frequency drove the highest intent (Vizu) and actual tune-in (Nielsen) • Mobile is a growth environment that consists of low duplication but generates high levels of intent to tune–in • Video continues to be the primary driver of response, identifying multiple avenues of distribution is important • The Xbox Live audience is very receptive to History; moving forward, multiple pieces of content are needed to sustain high levels of engagement • Success was seen in the request for tune–in reminders • Large canvas units continue to drive unique users and generate efficiencies • The MSN mobile and Verizon mobile homepage were among the best performers

More Related