In the era of streaming, it can be quite challenging to get people in their 20s, 30s and 40s in front of the TV. But this is exactly what we did in our national digital campaign for AMC, with programmatic and social media impressions and spectacular value-added content. They didn't give us much of a chance at first, though …
“Nobody ever wins the games. Period. There are survivors. There’s no winners.” – Haymitch Abernathy (Woody Harrelson’s character in the series) It looks like Haymitch didn’t get to see our Hunger Games media campaign. As a bit of a catch-up, we’ve prepared a short recap for him.
The aim of the campaign
AMC kicked off the summer of 2021 with a week-long Hunger Games marathon. Our task was to design the online communication for this celebration, with a few unique twists. The main goal of the campaign was to get as many people as possible in front of the TV in the evenings when the films ran on AMC.
AMC kicked off the summer of 2021 with a week-long Hunger Games marathon. Our task was to design the online communication for this celebration, with a few unique twists. The main goal of the campaign was to get as many people as possible in front of the TV in the evenings when the films ran on AMC.
The concept
The biggest challenge in designing the campaign was the limited number of creatives available. Other than the video trailer, we could only rely on stills cut from the film. Although, knowing Jennifer Lawrence, if asked, she might have popped in to Budapest for a photo shoot. However, in the absence of Jennifer and the right materials, apart from the “obligatory” online platforms, we were limited to creative solutions to be able to stand out among the huge media noise.
The biggest challenge in designing the campaign was the limited number of creatives available. Other than the video trailer, we could only rely on stills cut from the film. Although, knowing Jennifer Lawrence, if asked, she might have popped in to Budapest for a photo shoot. However, in the absence of Jennifer and the right materials, apart from the “obligatory” online platforms, we were limited to creative solutions to be able to stand out among the huge media noise.
Realisation
We prepared the campaign primarily with programmatic and social media impressions, as well as spectacular rich media. For the programmatic part, we maximised not only the potential of YouTube (pre-roll) but also the potential of video banners. On social media, we didn't stop at the "holy duality" of Facebook and Instagram, as we also launched campaigns on TikTok and Pinterest. The cherry on top was a novel 3D solution that immediately caught the attention of the target group.
We prepared the campaign primarily with programmatic and social media impressions, as well as spectacular rich media. For the programmatic part, we maximised not only the potential of YouTube (pre-roll) but also the potential of video banners. On social media, we didn't stop at the "holy duality" of Facebook and Instagram, as we also launched campaigns on TikTok and Pinterest. The cherry on top was a novel 3D solution that immediately caught the attention of the target group.
Results
We surpassed the expected number of ad impressions by 20% compared to the predefined KPI. The ads achieved high viewability on programmatic channels, exceeding 70%, but more importantly, the campaign generated more than 60,000 clicks - a very good result for ads optimised for reach and video views. Overall, our client did not have to starve for success during our campaign.
We surpassed the expected number of ad impressions by 20% compared to the predefined KPI. The ads achieved high viewability on programmatic channels, exceeding 70%, but more importantly, the campaign generated more than 60,000 clicks - a very good result for ads optimised for reach and video views. Overall, our client did not have to starve for success during our campaign.
