Best Tv Integrated Ad Campaign

Objectives:
CONAN has some of the most engaged fans in late night television. AT&T sought to align and activate their brand with CONAN’s young, tech-savvy audience as an integral part of CONAN’s first ever live week from Comic Con.

Turner and Team Coco turned this into a huge opportunity to achieve key AT&T objectives:
• Align AT&T brand with CONAN’s audience leading into and during Comic Con.
• Enhance the consumer experience of CONAN in San Diego, or at home, through technology presented by AT&T.
• Grow AT&T’s equity in the 360 experience with Turner.
• Bring CONAN @ Comic-Con to the fans in a way that has never been done before.

Strategy:
TBS and Team Coco will launch CONAN360 VR (virtual reality) presented by AT&T, at Comic-Con 2015, the first time a late-night show has incorporated VR into its broadcast.

Through on-air promotion, in-show presence, digital and mobile extensions and on-site activation, AT&T will connect with CONAN and Comic Con fans via unprecedented access and very cool technology.

Tactics:
AT&T and CONAN 360VR engages fans two ways:
• Online - Exclusive Fan Access: During the shows, the 360-degree cameras sit in very center of the set, so home viewers watch as if seated directly between Conan and guests.
• Onsite - Virtual Reality Experience: live VR content using CONAN Cardboard (VR app & viewer).

Execution:
VR Promotion:
• On-air: in-show integration segments, tagged tune-ins, billboards, in-show graphics.
• Digital: custom co-branded environment on http://teamcoco.com/360 , home page roadblocks, banners, editorial promotion.
• Social: co-branded social posts, shareable galleries.
• Mobile: Co-branded on Team Coco app, custom integration, VR content sponsorship.
Leveraged Positioning:
• All CONAN 360 VR content was branded Presented by AT&T across all touch points.
• VR App demonstrated next-gen mobile capabilities.
Comic Con Activation:
• Daily CONAN/AT&T tickets + prize packs to awarded to fans.
• Integration in CONAN Bingo events.
• Pop-up viewing experience via Double Decker Bus with AT&T brand presence.

Evaluation of Success/Results/ROI:
• ON-AIR promotion reached 27MM viewers.
• SOCIAL engaged +3MM impressions.
• DIGITAL campaign gained 51MM impressions.
• CONAN360 VR content gained 3.2MM views.
• VR activation: received +75k CONAN Cardboard requests (5k budgeted).
• Press included EW, WSJ, NYT, Time, Variety and dozens more.

Contributors:

Executive Producer:	Conan O'Brien
Executive Producer:	Jeff Ross
Executive Producer:	John Wooden
Producer:	Aaron Bleyaert
Producer:	Timothy Campbell
Producer:	Travis Kuhl
Producer:	Jason O'Malley
Integrated Marketing:	Tanesha Fields
Turner Integrated Marketing:	Jennifer Cohen
Turner Integrated Marketing:	Sara Kern

TURNER ENTERTAINMENT NETWORKS

Location: US