ABC Television Network Promo, Case study PRETTY LITTLE LIARS TXT DETECTIVES by Wieden + Kennedy New York

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency Wieden + Kennedy New York
Executive Creative Director Kevin Proudfoot, Todd Waterbury
Creative Director Sean Macphedran
Art Director Alon Zouaretz
Copywriter Kasey Foster
Producer Pascal Boraschi
Released May 2010

Credits & Description

Category: Best Use of Mobile Devices
Date of First Appearance: May 24 2010
Entrant Company: WIEDEN+KENNEDY, New York, USA
Executive Creative Director/ Interactive Creative Director: Jerome Austria (WIEDEN+KENNEDY)
Executive Creative Director: Kevin Proudfoot (WIEDEN+KENNEDY)
Executive Creative Director: Todd Waterbury (WIEDEN+KENNEDY)
Art Director: Alon Zouaretz (WIEDEN+KENNEDY)
Copywriter: Kasey Foster (WIEDEN+KENNEDY)
Digital Strategist/ Community Manager: Agatha Asch (WIEDEN+KENNEDY)
Interactive Producer: Alex Sturtevant (WIEDEN+KENNEDY)
Interactive Producer: Jai Sen (WIEDEN+KENNEDY)
Agency Head of Content Production: Gary Krieg (WIEDEN+KENNEDY)
Director of Interactive Production: Karen Monahan (WIEDEN+KENNEDY)
Digital Strategist/ Community Manager: Josh Millrod (WIEDEN+KENNEDY)
Director of Technology: Alex Nguyen (WIEDEN+KENNEDY)
Director User Experience: Elyse Bergel (WIEDEN+KENNEDY)
Digital Group Media Director: Greg March (WIEDEN+KENNEDY)
Account Team: Lauren Glazer & Dipal Shah (WIEDEN+KENNEDY)
Print Producers: Jeannie O'Toole & Paul Rattoballi (WIEDEN+KENNEDY)
Director of Media Planning: Kevin Porter (WIEDEN+KENNEDY)
Creative Director: Sean MacPhedran (FUEL INDUSTRIES)
Director of Client Services: Glenn Bakie (FUEL INDUSTRIES)
Producer: Pascal Boraschi (FUEL INDUSTRIES)
Media placement: Blogger Outreach - Social Media - May 18, 2010
Media placement: Digital - Facebook - April 27, 2010
Media placement: In School TV - Channel One - April 19, 2010
Media placement: Cable TV - MTV - June 1, 2010
Media placement: Spot TV - American Idol - May 26, 2010
Media placement: Cinema - NCM - April 2, 2010
Media placement: Out of home (Bus/ Bulletins) - New York And Los Angeles - May 10, 2010
Media placement: Print - Nylon, Teen Vogue And Rolling Stone - May 25, 2010
Media placement: Radio - Ryan Seacrest AT 40 - May 22, 2010

Insights, Strategy & the Idea
In June 2010, ABC FAMILY premiered PRETTY LITTLE LIARS, a series based on teen mystery novels. ABC FAMILY needed a campaign to get their millennial core audience talking about the show and create a big mainstream audience to meet business objectives. In short, our challenge was to make PRETTY LITTLE LIARS a show where mobile devices are central to the story, a pop culture event, the most talked about ABC FAMILY series premiere ever and set an ABC FAMILY network ratings record. We knew that the millennial audience values secrets as power, so we identified an engagement that they couldn’t resist.

Creative Execution
Our approach engaged book fans to work as disseminators. Integrated with other media, we created a mobile-driven, multi-platform game for fans to play. We invited fans of the novels into the marketing where they transformed into a buzz-building army. We employed bloggers with content-rich phones and connected them in groups as PRETTY LITTLE LIARS characters. They competed by accomplishing missions to protect their secrets. Their adventures were shared with, and frequently involved, their followers.

While the game was central, other media channels were layered to drive greater results and spark consumer dialogue:

• Cable, Channel One and cinema sampled content/delivered tune-in.
• “Pretty Little Lie Detector” app started Facebook conversations.
• ChaCha added buzz via text-based mobile search.
• Spots on American Idol and “MTV Movie Awards” scaled awareness.
• Magazines bolstered reach.
• OOH penetrated NY/LA.
• Radio extended presence.
• Premiere-day digital takeovers helped navigations.
• Search and cable primed episode two.

Results and Effectiveness
By the premiere, PRETTY LITTLE LIARS had 133+ organically generated posts and was #3 on Twitter’s trending topics. The premiere reached 10%+ of female teens, and was ABC FAMILY’s #1 series debut of all time in key demos. PRETTY LITTLE LIARS was basic cable’s #1 program of the night across a variety of demos. Multi-platform on-demand viewing increased behind PRETTY LITTLE LIARS for ABC FAMILY.
Through powerful engagement with fans, what started as a secret turned into the hit show on everyone’s lips.