STARZ Outlander Case Study

Overview

STARZ is a prominent American entertainment company that operates a suite of paid television channels and media distribution services. Renowned for its diverse offerings, STARZ showcases a broad array of content, including Hollywood blockbusters, independent films, and international cinema. Among its standout productions is the immensely popular series Outlander, which captures the hearts of viewers with its compelling storytelling and rich visuals. To promote this hit show effectively, STARZ sought a bold marketing strategy during the renowned Comic-Con event in San Diego, California.

Objective

The primary objective was to leverage high-impact mobile advertising units to penetrate the densely packed and ad-saturated environment of Comic-Con. Specifically, STARZ aimed to:

• Create a Visually Striking Campaign: Develop an eye-catching out-of-home campaign that seamlessly combined static and digital assets.
• Enhance Brand Visibility: Utilize a mobile advertising strategy that would engage convention attendees during the day and through the evening as they dined and entertained.
• Maximize Impressions: Generate a significant number of impressions in a short time frame, effectively promoting Outlander to a vast audience.

Strategy

Kre8 Media devised a comprehensive strategy aimed at captivating the senses and enhancing brand recognition:

• Visual Engagement: The campaign utilized Kre8 Media’s extensive portfolio of out-of-home assets, focusing on dynamic visual elements and strong branding.
• Custom Coordinated Routes: The execution included two separate caravans, maximizing impact by reaching multiple locations simultaneously.
• Caravan Formation: A convoy of four static mobile billboards was accompanied by one digital mobile billboard, which showcased video trailers of Outlander to draw in passersby.
• Nimble Execution: The routes were adaptable, allowing for on-the-fly adjustments to target specific pop-up events and high-profile celebrity appearances, enhancing engagement opportunities.
• Strategic Positioning: The mobile billboards were strategically placed and timed to align with STARZ’s specific requirements for brand awareness during the convention.

Timing

The campaign was executed during July 2017, coinciding with the high-visibility environment of Comic-Con.

Summary

The results of the campaign were exceptional:

• Impressive Impressions: The mobile advertising efforts garnered an astounding 12,800,734 impressions during the event.
• Market Share Success: Achieved a 50% share of voice (SOV) during the International Comic-Con, showcasing significant brand presence amidst a crowded market.
• Dominance at Comic-Con: STARZ’s mobile billboards led the charge, ensuring visibility and engagement like never before.
• Client Satisfaction: The goals set forth by STARZ were not only met but exceeded, thanks to the customized routes and nimble execution of Kre8 Media’s strategy. Executives from STARZ were present and witnessed the powerful mobile presence firsthand.
• Unique Market Position: The digital mobile billboard was the only one of its kind in the market, capturing additional attention from attendees and enhancing the overall campaign impact.