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Dexter FB campaign Feb 2012

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Natalie Frade - Blanchart
Natalie Frade - Blanchart

The AXN network launched a Facebook video contest called "Cellophaning" in February 2012 to promote the fourth season of the TV show Dexter. Participants were asked to create and submit videos wrapping unusual objects in cellophane, like Dexter does with his victims, for a chance to win prizes. AXN produced a viral video demonstrating cellophaning examples and developed a Facebook app for the contest. Over 800 new fans were gained for the AXN Facebook page and the campaign reached over 12 million impressions through Facebook ads and video views. The top three vote-getting videos won prizes including a camcorder.

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Dexter Facebook campaign, February 2012
WHY? In order to promote the start of Dexter season four, AXN instigates a video contest around the theme „cellophaning“ on Facebook Dexter belongs to the top ten US series in Germany (TV DIGITAL 2011) To strengthen the positioning of AXN as „AXN – your Dexter broadcast station“ To gain fans for the AXN facebook page (benchmark > 4.000 fans) Start of Dexter season four GOAL PROMOTION PERIOD: Febuary 2012
IDEA: Dexter’s trademark is the meticulous cellophaning of objects We wanted to pick up this strong element with a funny Social Media campaign, where everybody can participate – even people who don`t know Dexter AXN IS SEARCHING FOR A WRAPPING ARTIST PROMOTION PERIOD: Febuary 2012
IMPLEMENTATION OF THE CAMPAIGN I: In order to show the audience what objects can be wrapped, AXN produced a call to action - video in user-generated look with some curious examples for cellophaning. This video was shown on air on AXN and ANIMAX (coverage: 5,5 Mio. households in Germany, Austria, Switzerland) and as well as seeded virally online. AXN IS SEARCHING FOR A WRAPPING ARTIST PROMOTION PERIOD: Febuary 2012
Develop a facebook video-content-app based on the current AXN facebook profile AXN IS SEARCHING FOR A WRAPPINGARTIST IMPLEMENTATION OF THE CAMPAIGN II: PROMOTION PERIOD: Febuary 2012
APP DEVELOPMENT: „welcome page“ With the access to the app everybody is linked to the welcome page The produced viral video is placed here and gives users examples for the implementation of the campaign The social plugin „sharing“ is placed below the video for viral effects. Further more there is placed the price for the competition winner „take part“ User, who want to participate, choose the menu item „take part“. Here they find the online participation form and a link to the rules of participation. AXN IS SEARCHING FOR A WRAPPINGARTIST PROMOTION PERIOD: Febuary 2012
APP DEVELOPMENT: „Voting“ Under this menu item you can find all uploaded videos with their titels of the users who participate. Below every video there is a button „vote now“. Every user has up to three votes for the most liked videos. „Ranking“ Under this menu item you can find the clips in the order of their number of votes. The clips with the most votes are placed up front. AXN IS SEARCHING FOR A WRAPPINGARTIST PROMOTION PERIOD: Febuary 2012
PRIZES: 1st placed wins a Panasonic full HD camcorder and an exclusive fan package 2nd and 3rd. placed win an exclusive Dexter fan package AXN IS SEARCHING FOR A WRAPPINGARTIST PROMOTION PERIOD: Febuary 2012
CAMPAIGN PERFORMANCE: Dexter Social Media campaign: started 1st February. Over 800 new fans since the start 220 people are talking about it (note: we usually have between 20 and 40 people talking about our site). AXN IS SEARCHING FOR A WRAPPINGARTIST PROMOTION PERIOD: Febuary 2012
CAMPAIGN PERFORMANCE: PROMOTION PERIOD: Febuary 2012 Facebook ad campaign (cost: €1,000): 12,153,651 impressions, 2,102 clicks (CPC €0,48). The campaign finished on 16th February. Sponsored ads: 380,876 impressions, which have reached 19,055 Facebook fans at least once Video seeding until 23rd February: 402,462 impressions, 28,662 views, 3,702 clicks AXN IS SEARCHING FOR A WRAPPINGARTIST
CONTACT Sony Pictures Television Sony Pictures Europe House 25 Golden Square London W1F 9LU Natalie Frade-Blanchart Networks Marketing Manager tel. +44 (0) 207 533 1168 natalie_frade-blanchart@spe.sony.com

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Dexter FB campaign Feb 2012

  • 2. WHY? In order to promote the start of Dexter season four, AXN instigates a video contest around the theme „cellophaning“ on Facebook Dexter belongs to the top ten US series in Germany (TV DIGITAL 2011) To strengthen the positioning of AXN as „AXN – your Dexter broadcast station“ To gain fans for the AXN facebook page (benchmark > 4.000 fans) Start of Dexter season four GOAL PROMOTION PERIOD: Febuary 2012
  • 3. IDEA: Dexter’s trademark is the meticulous cellophaning of objects We wanted to pick up this strong element with a funny Social Media campaign, where everybody can participate – even people who don`t know Dexter AXN IS SEARCHING FOR A WRAPPING ARTIST PROMOTION PERIOD: Febuary 2012
  • 4. IMPLEMENTATION OF THE CAMPAIGN I: In order to show the audience what objects can be wrapped, AXN produced a call to action - video in user-generated look with some curious examples for cellophaning. This video was shown on air on AXN and ANIMAX (coverage: 5,5 Mio. households in Germany, Austria, Switzerland) and as well as seeded virally online. AXN IS SEARCHING FOR A WRAPPING ARTIST PROMOTION PERIOD: Febuary 2012
  • 5. Develop a facebook video-content-app based on the current AXN facebook profile AXN IS SEARCHING FOR A WRAPPINGARTIST IMPLEMENTATION OF THE CAMPAIGN II: PROMOTION PERIOD: Febuary 2012
  • 6. APP DEVELOPMENT: „welcome page“ With the access to the app everybody is linked to the welcome page The produced viral video is placed here and gives users examples for the implementation of the campaign The social plugin „sharing“ is placed below the video for viral effects. Further more there is placed the price for the competition winner „take part“ User, who want to participate, choose the menu item „take part“. Here they find the online participation form and a link to the rules of participation. AXN IS SEARCHING FOR A WRAPPINGARTIST PROMOTION PERIOD: Febuary 2012
  • 7. APP DEVELOPMENT: „Voting“ Under this menu item you can find all uploaded videos with their titels of the users who participate. Below every video there is a button „vote now“. Every user has up to three votes for the most liked videos. „Ranking“ Under this menu item you can find the clips in the order of their number of votes. The clips with the most votes are placed up front. AXN IS SEARCHING FOR A WRAPPINGARTIST PROMOTION PERIOD: Febuary 2012
  • 8. PRIZES: 1st placed wins a Panasonic full HD camcorder and an exclusive fan package 2nd and 3rd. placed win an exclusive Dexter fan package AXN IS SEARCHING FOR A WRAPPINGARTIST PROMOTION PERIOD: Febuary 2012
  • 9. CAMPAIGN PERFORMANCE: Dexter Social Media campaign: started 1st February. Over 800 new fans since the start 220 people are talking about it (note: we usually have between 20 and 40 people talking about our site). AXN IS SEARCHING FOR A WRAPPINGARTIST PROMOTION PERIOD: Febuary 2012
  • 10. CAMPAIGN PERFORMANCE: PROMOTION PERIOD: Febuary 2012 Facebook ad campaign (cost: €1,000): 12,153,651 impressions, 2,102 clicks (CPC €0,48). The campaign finished on 16th February. Sponsored ads: 380,876 impressions, which have reached 19,055 Facebook fans at least once Video seeding until 23rd February: 402,462 impressions, 28,662 views, 3,702 clicks AXN IS SEARCHING FOR A WRAPPINGARTIST
  • 11. CONTACT Sony Pictures Television Sony Pictures Europe House 25 Golden Square London W1F 9LU Natalie Frade-Blanchart Networks Marketing Manager tel. +44 (0) 207 533 1168 natalie_frade-blanchart@spe.sony.com