The challenge of the campaign was to generate awareness around fall season return of a popular sitcom.
Mobile campaign ran across our US region on all mobile devices and platforms, to maximize the penetration. Features used as part of the campaign included integrated click-to-play video teaser clips of the show plus "Add-to-Calendar" prompts to remind users about date and time of the premier. The mobile audience was segmented relevant to the show's genre to mirror the demographic that comprised the majority of viewership and Category targeted to News, Finance, Culture, Entertainment, City Guide, Restaurant and Humour publications.
The campaign delivered above-average engagement with an average CTR of 3% across all media. The video ads on the iPad showed the highest level of engagement, with a CTR of 3.09%.
The "Add-to-Calendar" feature drove high engagement and helped produce a strong opening night for the show.