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case studies: FOX: Fringe

FOX approached Hitviews eager to tap into the branded video entertainment arena. In January 2009 the network was launching a new show called Fringe. The JJ Abrams series was complex - not a mystery, not a drama. William Bradford and Hardie Tankersley, senior executives in the network's marketing department, asked Hitviews to create an online campaign to drive 18-34 year olds to Fringe. Campaign goals included: (1) promoting Fringe via popular online-video stars, (2) generating online buzz around the show, and (3) demonstrating “intent-to-watch” by the target audience.

Strategic Approach:

  • Hitviews created 12 videos by 6 different WebStars.
  • The videos had two main themes: (1) parody of plotlines and characters, and (2) actual interviews of Fringe stars, putting the Fringe cast at eyelevel with online fans
  • The campaign had two flights:  The first six videos ran in January for show awareness; The second six ran at the end of March/beginning of April to drive traffic to FOX.com

Results:

  • 4,928,570 views on 6 video sharing sites
  • Over 12,700 comments - “Fan mail” comments were positive, and showed hundreds of indications of audience intent to watch
  • Fringe was so successful that it was picked up for a second year. Only two new shows from the 2008-2009 season were renewed
  • Web traffic in the month of April increased by 1,600,000 uniques. There was no other driver unique to the month of April