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STARZ Outlander Case Study

STARZ

Outlander at Comic-Con Mobile Billboard Case Study

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Overview

STARZ is an American entertainment company that owns U.S. paid television channels, a media distribution company, and animated television and movie productions. STARZ features hit movies and first-run films, from Hollywood blockbusters to independent and international pictures. The main STARZ channel commonly premieres recent theatrically released hit movies along with original series like the ever popular Outlander.

Objective

  • Utilize high impact mobile units to penetrate the ad saturated geography of Comic-Con during the week long convention in San Diego, California
  • Created an eye-catching, out-of-home campaign that combined static assets and digital abilities
  • Digital mobile component coupled with the impact of several static mobiles in a caravan formation
  • Build awareness during Comic-Con convention hours and through the evening while convention attendees dine and entertain into the night hours

Strategy

  • Appeal to the senses with visual digital elements and strong branding utilizing Kre8 Media’s portfolio of OOH assets
  • Kre8 Media designed custom coordinated routes that included two separate caravans to maximize impact in multiple locations simultaneously
  • Convoy of four static mobile billboards followed by one digital mobile billboard that played video trailers of Outlander
  • Nimble execution to change routes on the fly depending on specific pop-up events targeting high profile celebrity/persons of interest
  • Strategic positioning of mobile billboards and routes to execute STARZ specific requirements for brand awareness

Timing

  • July 2017
  • Static Mobiles
  • Digital Mobile
  • Digital Video
  • Custom Routes
  • Caravan
  • Pop-up
  • Event

Summary

  • 12,800,734 impressions
  • 50% SOV during international Comic-Con San Diego 2016
  • Mobile Billboard domination at Comic-Con
  • Client’s goals were achieved utilizing custom routes and nimble execution
  • STARZ executives in attendance experienced the magnitude of mobile presence
  • Digital mobile was the only one in the market catching additional attention from attendees

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