Besides the first-place winners in the CTAM On-Demand/Multiplatform Case Study Competition, three runner-up campaigns are being recognized at CTAM Summit ’08 in Boston this week: WWE’s Biggest Fan promotion, Cox Interactive on-Demand and Showtime’s “Dexter” and “Brotherhood” multiplatform sampling and acquisition campaign.
“WWE’s Biggest Fan promotion was a way to drive Wrestlemania and WWE 24/7. We were looking for WWE’s biggest fan, so we had our fans create 60-second videos telling and showing us why they should be chosen the biggest fan,” said Lisa Richards, VP of affiliate marketing for WWE.
Tapping into the fervent passion of wrestling fans, WWE used satellite media tours, Yahoo and Google paid-media searches, mobile text alerts, targeted direct mail and free on-demand programming to direct viewers to on-demand. Ms. Richard said the results were impressive: “Not only did we have 4,000 fans who entered, we also had over 1 million video views.”
Being recognized by CTAM is an encouragement to WWE. “We’re very excited. This is our third award for the on-demand platform. We’ll be in it again, next time looking for first place,” Ms. Richards said.
Cox Interactive On-Demand partnered with a movie studio to overcome the likelihood of consumers turning to the on-demand menu and being distracted by too much choice. Linking with one studio, Cox Interactive would choose a title and “put it on a pedestal.” In April 2008, Cox ran a test for 16 days in four markets. The results achieved the goal of elevating buy rates for select movie titles during their premiere windows. In June, the test was replicated and the results were just as positive.
In 2007, Showtime Networks’ marketers created a campaign to promote their two high-profile dramas, “Dexter” and “Brotherhood,” that involved a free on-demand sampling of the full first season of both shows; an online sampling via affiliate portals; a linear free preview weekend; and, most significantly, a national offer on a new Showtime subscription for $6.95 a month. The results generated 1 million new connects.
“It was a really great endeavor and it moved the needle. It resulted in actual subscriber growth,” said Diane Roussey, senior director of acquisition marketing for Showtime Networks.
Like the other marketers interviewed, Ms. Roussey is enthusiastic about the CTAM honor. “We were really excited about that campaign to begin with and it’s nice to see it recognized. It’s a really great competition. It shows what’s going on in the on-demand world, and as we become increasing multiplatformed, one of the goals of the committee this year was to broaden the scope because so much is happening in on-demand, but also online, HD and across other platforms as our technology evolves.”