AOL On was gearing up to launch its first ever original, long-form, digital series, CONNECTED. The innovative docu-drama series captures American life through the eyes of six extraordinary New Yorkers, filmed and told by the characters themselves. With a previous track record of successful media campaigns for AOL On’s short-form series launches, TEC Direct Media was appointed to create and execute a media plan to generate tune-in during the three months of episode installments.
With other client directed marketing efforts already in play and a plethora of media outlets to choose from, our media planning and buying teams strategized how to most effectively drive tune-in within budget parameters. The goal was to reach tech-savvy viewers who would be interested in a raw, real-life reality show.
CONNECTED features people from all walks of city life, presenting an opportunity to reach a potential audience through multiple media. We included strategic placements in New York and Los Angeles urban environments to reach city dwellers with a cross platform approach. We leveraged campaigns with our media partners to include sweepstakes and social media blasts. By strategically applying a customized flight schedule, an effective frequency was maintained throughout the campaign.
Our media buyers attributed cross platform media investments to result data and made adjustments when necessary. CONNECTED, AOL On’s first long-form original series, received over one million views in its first week, with more than 15 percent of views of the series’ first episode occurring on over-the-top (OTT) devices. This marks one of the most successful opening weeks for an AOL Originals series.