Promotion of the series “Patriot” for TV channel “TNT”
Launch of a new TV series is impossible without advertising promotion aimed at attracting viewers and motivating them to watch. People learn about new products through advertising on the Internet, bloggers, banner ads on websites. Another option to tell about the launch of a new project is to conduct a live marketing campaign.
Today we will talk about how we organized the promotion of the series “Patriot” from the TV channel “TNT”.
Goals and challenges
Goals of the project:
- 1. Increase loyalty of the channel’s regular audience.
2. To attract a new audience, to give the key information (the start of the show, the plot).
3. Strengthen the positive brand image through the event.
To achieve the goals, the following tasks were set::
- 1. Creating an address program, branding equipment.
2. Equipment preparation.
3. The scenario of the event.
4. Training of personnel (promoters, supervisors, operators, etc.).
Now we will briefly tell you about the customer.
About the customer
“Patriot” is a TV series from TNT released in 2020. The story is about an ordinary soldier who returned to his town with the firm intention of serving for the benefit of his fellow citizens. The fight against daily injustice is becoming a new reality for Sani Kuchin.
The viewer is fascinated by the development of events, together with the hero passing a difficult path. All this for the sake of a great goal – to make life in Russia better. The hero gets a job as a security guard, but in his heart dreams of studying at the FSB Academy. Whether the aspirations of a young person will come true, whether the lives of people around them will change and how this will affect their own fate – see the series.
In March 2020, we organized a number of city promotions. Read more about the progress.
TNT’s audience is young and mature. Our work was aimed at a wide coverage, including all potential viewers from 14 to 40 years old.
The Patriot Healthy Lifestyle marathon was held in 29 cities of Russia. We were responsible for the campaign in Petrozavodsk.
The work included the following activities:
Mechanics of campaign
We organized an event aimed at motivating people to do sports and lead a healthy lifestyle.
On the site, all guests could go to the car and exchange cigarettes for dumbbells, thereby giving up the bad habit in favor of sports. In order to make an exchange, a person had to take a photo against the background of the UAZ and post it in social networks with the appropriate notes (#Patriotttt and # TNTPETROZAVODSK).
After the action, all collected cigarettes were destroyed.
We found and rented UAZ Patriot, prepared it for operation and delivered it to the site. There were dumbbells in the car to exchange for packs of cigarettes.
Visitors threw the packages into a trash can, which we pre-branded and delivered to the place of the action. Also, staff with a loudspeaker encouraged citizens to participate, and music from the car attracted the attention of passers-by.
All the equipment of the site was branded with the logo of the series on the car, dumbbells with bernding, flags. Roll-up with information about the start of the show. Branding allows guests to quickly remember information about the promoted product, as well as increases the reach.
Selection and training of promotional staff
The event was attended by 2 animators who were trained. The staff told the people about the story, the start of the show, as well as the conditions for participating in the competition for prizes. A supervisor was assigned to monitor the work of the staff.
Also on the site were a photographer and videographer who recorded everything that happened on the camera. In the future, the materials were useful for compiling reports.
Announcing an event on the Internet
We have placed ads in 19 city and news communities on Social Media to attract the attention of as many people as possible. The selection took into account the target audience and the number of subscribers in the communities.
We posted pre-announcements and post-announcements informing about the start of the event (March 10 at 20.00).
All the efforts made gave a great result, which we will tell you about later.
At the end of the promotion, we summed up the results:
- 1. We held 4 events in different parts of the city, during which we encouraged citizens to learn more about the new TV show and connect to TNT at the specified time.
2. The event helped not only to promote the project, but also to motivate people to give up bad habits and do sports.
3. The number of loyal viewers of the channel has increased.
4. A huge number of people found out about the channel and the series.
5. The coverage of posted event entries exceeded 30,000!
Clever marketing organizes PR campaigns for the largest TV channels in our country. We are happy to take part in the promotion of high-profile new products in the field of film and television.
Contact us and we will organize any event for you, from a family holiday to a city sports marathon!