Fashion Forward
Sundance Channel, the television destination for independent-minded viewers, was debuting a new show, “House of Boateng” and looking to promote it with a fully integrated creative campaign. Elevate’s objective was to design and develop the rich media units that would drive traffic and generate buzz around the show.The ad units functioned as mini-web sites with informational content, a photo gallery, and video teaser with geographic targeting that dynamically generated and featured the cable provider for the time zone in which the ad was running.
Results
The four-week campaign generated an unusually high, 14 percent interaction rate—double the industry average—with an average interaction time of 17 seconds (versus 10 seconds on similar units).
