Starz

Beyond Paid Search: The Making of a Blockbuster Campaign

2009 AMA Gold Peak Award

Challenge
Promote the new Starz original drama Crash – without confusing it with general terms, as well as differentiate the show from the film. However, due to the promotional nature of this campaign, the search terms had to remain broad enough to draw attention (and paid subscriptions) to the Starz site.

Strategy
Focus on paid content placements on sites that produce relevant traffic and hopefully subscribers, as well as use social media monitoring to create interactive experiences for active users.

Results
Without facing a significant cost increase above the average campaign for Starz, the Crash promotional campaign was highly successful—generating 32.5% of overall traffic and 40% of the subscription volume for that month from the paid search campaign and 46.1% from the placement targeting.

Read more about the Starz Crash Campaign Case Study.