Best Tv Integrated Ad Campaign

For the season 3 launch of Storage Wars, we were challenged to inform the public that new episodes of our hit show would be arriving soon. As A&E showcased re-runs of Storage Wars consistently in the spring, we needed a creative way to convey our message. We positioned the show as the “Lockbuster Event of the Summer,” a spoof on summer blockbuster movies. The creative used typical characteristics of these movies (large explosions, hilarious animal sidekicks, car chases) and played them up with our eclectic cast of characters. For our online campaign, we looked to popular entertainment websites to launch high impact creative executions.

For Pandora, we designed a custom overlay featuring the monkey, Billy, from our TV spot. By clicking on his image, Billy would hit a detonator and the entire page exploded as the cast of Storage Wars walked towards the viewer on screen. A promo from the new season then ran in the middle of the page. For MSN, we set Billy the Monkey inside a 300x250 banner. After the detonator button was pressed, the cast froze and moved to the left side of the page while a promo from the new season ran on the right. The cast and monkey were shot on green screen to give the feeling of living key art. These executions broke through the digital clutter by enticing action from the audience and delivering an exciting conclusion and video clip.

The 10:30p and 10p episodes of Storage Wars Season 3 debut ranked #1 and #2 (respectively) among A25-54 and A18-49 in entertainment cable prime (i.e. excludes the NBA on ESPN).
A&E finished as the #1 entertainment cable network in the 10p hour across the key A25-54, A18-49 and P2+ demos for the night.

Contributors:

EVP Marketing, A&E:	Guy Slattery
VP Brand Creative, A&E:	Valerie Albanese
Senior Director Brand Creative, A&E:	Meghan Kirsch
Senior Producer Brand Creative, A&E:	Marissa Grasso
Creative Director, A&E:	Maria Pecoraro
Executive Writer/Producer, A&E:	Angelique Mais
Agency:	BLT Communications

A&E

Location: USA