The Oscars, Teen Beach 2, Grey’s Anatomy—very different shows, targeting completely different audiences. And these were only the tip of the iceberg, as the scope of this project included planning and buying for 10 priorities and up to 5 partners. To increase efficiency, we utilized programmatic buying, leveraging third-party data from Nielsen and other platforms to identify and serve digital media to ONLY subscribers of specified partners like XFINITY, Chromecast and Amazon Fire. In an effort to cut through the clutter, we also created numerous rich media executions for additional priorities like Descendants and the animated series, Guardians of the Galaxy drive awareness and engagement on desktops, tablets and smartphones.
Starting a Strategically Social Conversation
We amplified messaging on top social networks such as Facebook and Twitter to generate web traffic and secondary social actions such as Likes, Comments and Shares. Strategically flighted campaigns reached our audience at different points in the viewing cycle—before the premiere and day of, to drive live viewership and post-premiere to encourage TV Everywhere consumption. In addition, targeted App Install ads specifically drove downloads of both WATCH ABC and WATCH Disney Channel apps with the touch of a button.
Turn It Up and Tune-In
For key priorities like the much-anticipated musical Teen Beach 2, we developed a robust interactive experience to drive excitement around the release of the film, which was scheduled to air on the WATCH Disney Channel app one week before its live TV debut. Kids and parents could choose a genre such as Surf Rock or Motorcycle Riffs to lay the base track for their customized beat. The digital mixing board allowed fans to add beachy sound effects and once they completed their musical masterpieces, fans could share their tracks with friends—furthering the reach of our campaign. We also tapped into the shared fan base for Teen Beach 2 and R5—lead actor Ross Lynch's band. Our giveaway overlay, With the Band, offered fans the chance to experience an R5 concert live and in person with a family trip to L.A.