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, 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 reality show.
CONNECTED features people from all walks of city life, presenting an opportunity to reach a potential audience through multiple media. We included a mix of 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 designing a customized flight schedule, an effective frequency was maintained throughout the campaign.
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 marked one of the most successful opening weeks for an AOL Originals series.