G. Program Promotion and Tune-In 04. Campaign (2-3 Media) for Mulitple Programs Silver Winner
Big Love Campaign (Graphic Tease)
HBO
Submitted by: Nina Warren - Creative Director, Creative Services/Special Markets - Home Box Office, Inc.
Marketing Team: - -
Creative Team: Cami Errante - Creative Director - HBO; Eric Butler - Executive Producer - HBO; Erin Dee - Writer Producer - HBO
Marketing Summary
Situation Analysis
In 2009, BIG LOVE season three ratings climbed to 6.6 million viewers, surpassing its prior season. This was a remarkable boost for HBO given the series had been off the air for 16 months due to the writer’s strike. Additionally, BIG LOVE had moved from summer to the much more competitive winter TV season. Nine months later with three critically acclaimed seasons under its belt, BIG LOVE’s fourth season hoped to capitalize on this growing momentum by maintaining its loyal fan base and attracting an even larger audience despite stiff Sunday night competition from the NFL playoffs and the Grammys.
Strategy
Our strategy was to create a campaign that built anticipation and excitement about the new season. By creating a graphic tease that used swirling words and dramatic bites, and producing a clip trailer that hinted and storyline and was both emotional and dramatic, we wanted viewers to realize the best season yet was about to start. We needed to walk the fine line between giving just enough to create momentum, while not giving away any plot twists. We used the tag line “Hold Tight” to let people know that the season they’ve been waiting for is coming soon.
Tactics
The Campaign was broadcast on air and hbo.com to generate buzz about the new season of BIG LOVE with the central tagline: HOLD TIGHT. We broadcast the graphic tease as a long-lead tease before we had any new footage from the new season, because we wanted to get the message out ahead of time. As a result, the season 4 premiere increased 49% over last season’s debut, attracting 1.7 million more viewers.
Results
As a result of BIG LOVE’s campaign, the season 4 premiere increased 49% over last season’s debut, attracting 1.7 million viewers. Based on this increased viewership, HBO renewed BIG LOVE for a fifth season.