CLIENT:
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.
SOLUTION:
With multiple marketing initiatives already underway, TEC Direct Media developed a cross-channel media strategy designed to maximize reach while maintaining budget efficiency. The campaign targeted tech-savvy consumers and reality-content viewers through a mix of digital, outdoor, and promotional media opportunities.
To reach audiences where they lived, worked, and consumed content, the campaign included strategic placements throughout New York and Los Angeles. Partnerships with media vendors expanded campaign reach through sweepstakes promotions and social media support. A customized flighting strategy maintained consistent visibility leading up to and during the series launch, helping build awareness and anticipation for the premiere.
RESULTS:
CONNECTED generated more than one million views during its first week, making it one of the most successful launches of an AOL Originals series.
More than 15% of first-episode viewing occurred on over-the-top (OTT) devices, demonstrating the campaign’s ability to engage audiences across emerging viewing platforms.
The strategic cross-media approach successfully delivered awareness and drove tune-in for AOL On’s inaugural long-form original program.
