CAPE TOWN TV SERIES LAUNCH

The Client

What The Brand Needed

When it comes to new television series, audiences are bombarded with too many options, making it difficult for new shows to grab their attention. For the launch of a new crime drama series Cape Town, Clockwork Media, along with our client, NBCUniversal, knew that we needed to create an experiential media launch event that would not only drive interest in the series and increase tune-in, but also make key influencers and media connect to the new property by making them feel like part of the show itself.

Insights

Research

Having worked with NBCU on many previous projects and launches, we understood the importance of focusing on the basic demographics of the channel’s viewership to drive messaging. We also engaged with several online fans through Universal’s social media platforms as well as with numerous key media and online influencers to determine their own perceptions of the Universal Channel and series launches.

Research conducted revealed that as much as audiences enjoyed international shows, they were eager for something more local but produced with an international feel. To effectively engage the media, we took an integrated approach, incorporating traditional PR tactics, a structured multi-platform social media plan and most importantly, an experiential element that drew viewers into the first episode.

We hosted an experiential viewing party for key media and influencers, that saw guests take on the role of detective and solve a homicide. Media found this opportunity especially engaging and really got into character, striving to be the first to crack the case. Proceedings then moved onto the screening of the first episode of the series, followed by a Q&A with the cast.

The Results

What Happened

Overall the campaign was highly successful – the success of the experiential part of the campaign has encouraged client to allow us to create more activation-based events around the launch of new series. Aside from the positive feedback from the media on the day concerning the immersive experience of the launch, the campaign achieved fantastic PR results, with a return of investment of 1:299.

It garnered R2,652,352.72 in value with 82 clippings and reached 3,081,832 people. Media support was tremendous and elevated series perceptions in the lead-up to launch, which saw Cape Town have a 17% higher tune-in rate than previous series launches on the channel.

We hosted an experiential viewing party for key media
and influencers, that saw guests take on the role of detective
and solve a homicide.

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