Time Warner Cable & STARZ Outlander Campaign Partnership Campaign| Overview Descrip(on:
In partnership with STARZ, Time Warner Cable created a 360⁰ marke?ng campaign to support its new original series Outlander, and drive awareness of STARZ Play and TWC’s exclusive $50.00 rebate offer. The campaign ran from July-‐August 2014 and was targeted specifically to grow residen?al subscribers and upsell current digital subscribers to STARZ/ENCORE services. The mul?-‐phase campaign included: author book signings and meet and greets, advanced customer screenings, a world premiere event, a first of its kind digital teaser experience and a na?onal TV and digital adver?sing campaign.
Highlights: •
• •
Author Book Signings: Diana Gabaldon Q&A/book signings in NYC, LA, and Dallas. Captured interview with the author and exclusive content for digital campaign. Advanced Customer Screenings: Held in (4) markets; NYC, LA, Cleveland and Dallas. NYC Premiere Event: Red-‐carpet Outlander world premiere held at the 92Y in NYC. The event included a customer “tour” of props and costumes from the Outlander set and a Q&A with the cast, author and show producer ager the screening.
Time Warner Cable & STARZ Outlander Campaign Partnership Campaign| Overview Results: •
30% liC in STARZ subscribers during the promo?onal period
•
Digital Content: • • • •
•
Author Book Signing Sweepstakes: •
•
Social Media Reach of 400K
Advance Consumer Screenings in 4 Markets: • •
•
Over 72MM impressions 3 screen custom web experience: 240K visitors to website Na?onal Facebook Sweepstakes: 49,912 total entries BTS/Fan Ques?on Videos: 342,482 engagements
Total Akendance: 2,500 Registrants E-‐Blast List Size: 217K
World Premiere NYC Event: 800 guests
Time Warner Cable & STARZ Outlander Campaign Partnership Campaign| Crea?ve Assets Direct Mail Postcard
Retail Collateral/Rebate Form
Retail Flyer
Bus Wraps
Free Preview Weekend/Digital Teaser Campaign Email Blast
Free Preview Banner Ad
Screening E-‐Blasts
Spot Produc?on
iPhone Case Customer Giveaway