Launch A New Media Paradigm

When one of the largest media companies was ready to launch a new TV network, it integrated TV advertising with the power of face-to-face marketing to create a buzz, build anticipation and drive affinity for its new brand, programs and format. This was no ordinary TV network launch - but a new viewing paradigm for a new market. At the same time it re-branded dozens of local affiliates nationwide and introduced 52 weeks of new programming a year.

We created the Big Break Casting Call, a series of 15 nationwide "casting calls" that generated awareness and excitement by giving people the opportunity to land a role in future programming; roles range from walk-on parts to supporting characters. Hopefuls downloaded the scripts beforehand and were then prompted to read them on camera with another actor in front of an audience at high traffic mall locations.

Post casting call we created an online community that showed clips from auditions, allowing viewers to vote for their favorite future network star.

Throughout the campaign over 3,000 auditions were recorded, with more than 60,000 live impressions delivered. In addition, the tour was vigorously promoted and covered by the local affiliates, increasing the number of impressions in each market.