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 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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