How Crown Media Family Networks’ Holiday Promotion Engaged Over Half a Million Viewers
Every year, Americans tune-in to Hallmark Channel and Hallmark Movies & Mysteries for their annual fix of holiday cheer (and the networks’ ambitious slate of beloved holiday programming). This season, the networks gave fans an early Christmas gift, joining forces with their distribution partners to present their best holiday content in one convenient digital destination: Deck the Halls Holiday Hub.
From video content to programming schedules, sweepstakes, prizes and more, the online hub provided value (and cheer) to subscribers, serving as a one-stop shop for “all things holiday” for Hallmark Channel and Hallmark Movies & Mysteries content offerings.
Custom Content Integration
Hothouse developed cobranded holiday hubs for each of the participating partners, building modules into each microsite to feature engaging content, prizes and more. Through the “plug and play” style functionality of the hub, it was also easy for partners to customize logos and offers for their own marketing campaigns, sweepstakes and contests.
Over the course of the month-long campaign, nearly a half million people visited the deckthehalls2016.com microsite, with more than 600,000 total visits and engagements across all sites.
The holiday hub campaign drove impressive engagement rates generating 497,000 sweepstakes entries, translating to an 85% participation rate among all visitors during the campaign.
And the best gift of all? Hallmark Channel finished 2016 as the #1 cable network with Women 25-54, with ratings for the channel’s holiday period up by double-digits over 2015. Hallmark Movies & Mysteries had its brightest year ever with the seven original holiday movies up 39% in households, helping to rank the channel as a top three network during that time period.