To promote A&E�s new mini-series, Bag of Bones, they wanted to break though the digital clutter with their eye-catching creative. They looked to utilize high-impact and takeover units on target websites. To promote A&E�s new mini-series, Bag of Bones, they wanted to break though the digital clutter with their eye-catching creative. They looked to utilize high-impact and takeover units on target websites. A&E chose TV Guide, Zap2it and IMDB as important digital entertainment properties that would help to convey to consumers that premium dramas live on A&E.
Looking to drive viewers, A&E ran ads on all of TV Guide's digital properties, and it also transformed the TV Guide logo as part of an ad that took over its home page. On IMDB, the page was re-skinned with A&E�s art, giving it the look and feel of the show. On Zap2it, they created a first to market live action wallpaper featuring the key art from the show.
For the Zap2it ad, the young star of the series floated from the left side of the page over to the right, creating a chilling and suspenseful image. The talent from the show was actually photographed underwater and the key art was finished with minimal use of photo shop and editing software.
