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.