![]() ![]() PULL paranormal fans away from their daily grind. Extending to audio, we partnered with Spotify to create the ultimate Halloween playlist and, to gain the attention of theme park thrill seekers, we used OOH TV at Tulleys Halloween Shocktober Fest, providing a highly contextual placement amongst Halloween superfans. ![]() We contextually placed TV advertising in paranormal programming to push viewers ‘in the moment’ over to the discovery+ platform. ![]() By eschewing traditional media strategies for a bit of drama, in order to win over a fickle audience, we were able to: We set out to make discovery+ famous for something other than its factual content, by finding paranormal fans in their entertainment haunts and daring them to discover more of what they love… Our analysis showed that paranormal programming was one of the top converting genres, achieving higher viewer engagement than almost any other vertical. Discovery+ wanted to win new subscribers by becoming known for its richly varied OTT service, not just its documentary-led heritage. ![]()
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