TEC Direct Media
 - TEC Direct
Client:AOL On
Date:June 08, 2015

Cross Platform Campaign Drives Tune-In for AOL On

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.


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