Virgin Media Promo, Case study LUCIFER IS COMING by Manning Gottlieb OMD London

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United Kingdom
Agency Manning Gottlieb OMD London
Released December 2009

Credits & Description

Category: Best Use of Integrated Media
Date of First Appearance: Dec 17 2009 12:00AM
Digital Strategy Manager: Mark Halliday (Manning Gottlieb OMD)
Media placement: TV: 5 Second Teaser Trailers Encouraging Sign-Up For The ARG - 22 GRPs On Virgin Media Television Channels - 17 / 12 / 09
Media placement: TV: 10 Second Teaser Trailer Announcing The ARG Has Started - 61 GRPs On Virgin Media Television Channels - 20 / 01 / 10
Media placement: Mobile Display Campaign - 1.3m Impressions In Entertainment Environments Directing To ARG Mobile Site - 22 / 01 / 10
Media placement: 3D Mapped Projection - Projection Of The Gates Of Hell Onto Marble Arch - 08 / 02 / 10
Media placement: Paid-For TV - 30 GRPs Focussed On Films And ITV2 (The Channel The Show Was Previously Broadcas - 06/ 02 / 10
Media placement: National Press - Press Teaser Campaign In The Metro And Sun Newspapers. 3 Consecutive Ads In The - 08 / 02 / 10
Media placement: Digital Posters - Digital 48 Sheets Reminding Commuters That It Was Premiere Night. - 10 / 02 / 10
Media placement: National Press: Symbol Released - Symbol Hidden In National Press Within Our 3 Consecutive Display Ads - 10 / 02 / 10
Media placement: Supernatural Event - The Last Real World Symbol Released As Part Of An Event With The Same Car From T - 27 / 02 / 10

Results and Effectiveness
Blogs and forums raved about our activity with hundreds of glowing comments. Fans even made their own Facebook page for players who mourned the loss of the game and incredibly, they had T-shirts made to say they competed! We had proved our obsession. The show out-performed ITV2 and is still growing. 29% of viewers had not watched LIVING for 6 weeks before Supernatural premiered, but many have now gone on to watch other LIVING shows of a similar genre. Supernatural’s success has secured €1.5m in additional advertising revenue and has brought in a lucrative younger audience to LIVING.

Creative Execution
We devised an Alternate Reality Game and a virtual online community – even drafting in the show writers to keep the experience authentic. We were meticulous in detail and used actors from the show to film bespoke video clips. We offered the ultimate prize for a hardcore fan – a walk-on part in season 6! The game was a nationwide treasure hunt – we hid 25 unique symbols in the national press, online, in blogs, within LIVING TV shows and in several real world locations, including cemeteries and haunted buildings. Using their mobile phone, players took photos of the symbols and would MMS the image to our shortcode. SnapNow technology recognised the symbol and updated their score. To prove our obsessive knowledge of the show, we created special build posters, online viral videos and made Marble Arch look like the Gates of Hell using 3D projection technology.

Insights, Strategy & the Idea
Supernatural had been a successful show on ITV2 for four seasons. LIVING, a smaller subscription channel, has now bought the series. Our challenge was to migrate this audience to LIVING and use Supernatural to fuel viewing of similar shows. Our key insight was that Supernatural has obsessive fans who live and breathe their passion in online blogs and forums but not in the real world. This led to our strategy - to SHARE THEIR OBSESSION. We had to tap into their existing online behaviours and prove to the hardcore fans that we were as fanatical about Supernatural as they were – that we loved the paranormal mystery, we understood the complex plot and even the show’s in-jokes.