Are you on The Blacklist ?
How do you get the attention of an AXN viewer ? And keep them involved in the experience ? These were the challenges we faced when launching the new Blacklist serial. We gave viewers the chance to become a part of Red Reddington's (main villian in the series) criminal underworld. How would this happen ? The viewers had to access a hidden easter egg on the AXN website. They did this by typing "BLACKLIST" as soon as the site finished loading. This activated a hidden "back door" to the dark web… Here the viewers had privileged access to the first episode of The Blacklist. Before it aired officially on AXN. Viewers could enter a lucky draw where they won limited edition Blacklist gear every week. The Idea To launch The Blacklist, we drew viewers into the underworld controlled by criminal mastermind Red Reddington. We planted secret material within www.axn-asia.com and seeded cryptic messages across social media with a secret code that would unlock our website. Once access was granted, viewers gained access to Reddington’s Blacklist where they got the opportunity to watch the first episode pre-broadcast. THE Outcome With a total budget of S$20K: Social reach of 5M+ from 222K social actions 40K+ campaign video views 5.66% CTR, 4x above category average Share rate 7x above category average13x more visits to the AXN brand hub vs. benchmark