Best Tv Integrated Ad Campaign

Throughout our season 2 campaign for Bates Motel, we utilized a blue neon theme to create an eye-catching thread throughout all of our marketing materials. For our tease campaign on Deadline and Hollywood Reporter, we took inspiration from our Houston St. actual neon billboard that featured the word “NORMA/N”, with the “N” fading on and off, calling forward to the eventual fate of Norman to occasionally believe himself to be his own mother in his doomed psychosis. For tune-in, we outlined all content on the landing page of IMDB in neon tubing, creating a mood and identifiable art. Key art was fixed at the top of the page, with Norma and Norman lying together, once again focusing on their awkward and overly close relationship. Deadline featured close up portraits of our four main cast members on the left side of the page, highlighted in blue, and allowed users to click on each image to bring up a character specific video clip from season 2. All digital units connected back to our show microsite, Batesmotel.com. At BatesMotel.com, fans took a digital tour through the motel, including all guest rooms, the office and even parts of the house! Each room contained different items of interest - clicking on them would give you more insight into the series, including revealing imagery and video, all hinting at what was to come in season 2. The microsite was a success with 844K unique visitors (an increase of more than 50% from Season 1).

Contributors:

EVP:	Guy Slattery

A&E

Location: USA