NEW BUSINESS / LOW COST / SCALABLE / LOCAL or NATIONAL CLIENTS
We needed to create content for the long unsold commercial breaks when we launched CBSN in the 14 markets. It was a new product and had zero inventory from clients.
We created these "Snapple Caps in 30 second spots"
Entitled BEST IN TOWN - featuring fun facts around our city broken down by zip code.
People gravitated to the campaign and really liked the vibe.
A little research, clipart and lots of creativity!
They were free / low cost to make each one and they were being churned out.
We approached OPTIMUM and they loved them - asked us to make a few to hone in on zip codes they were concentrating in and a partnership was made.
They fed into Social Media and vertical Mobile formats
BEST IN TOWN was a serious revenue generator.
We gave the files to our sister stations and they began making them for their local neighborhoods.
It became a national campaign. Organically.
