Promo, Case study FANCAST LAUNCH by Goodby Silverstein & Partners San Francisco

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Industry Website
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Associate Creative Director Paul Charney
Released September 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: FANCAST
Date of First Appearance: Sep 22 2009 12:00AM
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Director of Communications Strategy: Joshua Spanier (Goodby, Silverstein & Partners)
Senior Communications Specialist: Kate Hironaka (Goodby, Silverstein & Partners)
Brand Strategist: Aaron Wiggan (Goodby, Silverstein & Partners)
Brand Strategy Director: Andy Grayson (Goodby, Silverstein & Partners)
Research Strategist: Chris Lintz (Goodby, Silverstein & Partners)
Director of Brand Strategy: John Thorpe (Goodby, Silverstein & Partners)
Associate Creative Director: Paul Charney (Goodby, Silverstein & Partners)
Account Manager: Julie White (Goodby, Silverstein & Partners)
Interactive Producer: Jonathan Percy (Goodby, Silverstein & Partners)
Account Director: Kelly Johnson (Goodby, Silverstein & Partners)
Media placement: TV campaign - Prime + Cable - 22 September 2009
Media placement: OOH - San Francisco - 24 September 2009
Media placement: Digital - Variety of websites - 22 September 2009

Results and Effectiveness
Results from the new campaign were immediate. Most immediately, Fancast dethroned Hulu. What had been seen as a category leader was now fourth. We drove new traffic to Fancast, delivering 290% more unique visitors YOY. In turn, the traffic increased the number of content streams by 159% YOY. Fancast is now the number-three online television site in the category (by unique visitors), following the major portals (Yahoo! and AOL). Overall, we exceeded our campaign goal for unique visitors by 151%. From an outsider brand, Fancast, quickly became the number-nine most searched term in Google on the days immediately post-launch.

Creative Execution
Each piece of messaging had to demonstrate the Fancast solution and bring the audience closer to the technology they hadn’t used and the content they wanted. Seeing Fancast in action We brought the Fancast offering to people’s commutes with never-seen-before interactive bus shelter installations. Commuters were able to text in their show choice and then watch it on a 50-inch television screen mounted within the bus shelter. Seeing Fancast's variety Strategically placed spots within top prime-time season premieres used content from select prime-time shows featured on Fancast, demonstrating Fancast’s variety and increased the likelihood of heavy viewers migrating from tube to screen. Seeing Fancast at a click Content was the key for the heavy viewing audience, and we wanted them to easily follow the “content bait” from one medium to another. “Cliff-hanger Banners” featured key scenes from programs, deep-linking to that episode once the cliff-hanger moment arrived.

Insights, Strategy & the Idea
How do you slay a giant? Or at least slow it down? Hulu, the online video website, had initially captured the category. As nice as this is for Hulu, our client is Fancast. Our challenge was to take on the Hulu “Goliath” and establish Fancast (without the Superbowl-sized budget) as the online video destination. While Hulu captured the young, tech-savvy male audience, they weren’t connecting to a broader audience. We had the potential to introduce online television to the mass market of uninitiated consumers. We found that our target consumers needed only to try the Fancast service once to become convinced of its ease and simplicity. That principle guided our communication strategy: use only media touchpoints that demonstrated the speed, simplicity and utility that Fancast offers and bridge the communication/conversion gap. For this audience, seeing really is believing, and experiencing Fancast in action would be the critical.