Case Study | Outlander – Starz
Starz builds series demand with Amazon Media Group Starz, a premium television network, wanted to drive tune-in for the first season of its new drama Outlander. To build viewership Starz needed to create awareness and demand for the program among book series fans and fans of similar programming. By working with Amazon Media Group, Starz grew an excited fan base through videos and show content distributed across screens and web properties.
The Amazon media solution Tune In Highlights In advance of the series premiere, Amazon Media Group focused on • The Outlander series premiere delivered a reaching Outlander book series fans and fans of similar programming multiplatform viewing record for Starz, using first-party audience and contextual targeting on IMDb. surpassing 5 million viewers in the first week1. • The premiere trended twice at No. 2 in U.S To generate awareness and demand, potential viewers were reached Twitter Trends during the east coast airing2. on properties like IMDb.com, Amazon.com (mobile and desktop), Fire • Both the premiere and midseason premiere tablets and Kindle eReaders. delivered top premiere day Twitter conversation A custom Immersion Landing Page on Fire tablet featured show volume, ranking No. 1 and No. 2 respectively content including: videos, photos, series background and links to among all TV series on premiere day3. download the Starz Play App and subscribe to the Starz network. • The midseason premiere continued ratings 4 Single day, frequency capped IMDb.com takeovers were used to success with 2.4MM total weekend viewers . increase impact prior to the premieres. The takeovers branded the Season 1 Success Metrics5 site with Outlander imagery and featured the trailer to entertainment super fans for their first daily IMDb exposure. • Delivered over 680K engagements with Outlander For the back-half of Season 1, Starz hoped to capitalize on the content at a cost-per-click (eCPC) under $1.00. series’ buzz by reengaging current show fans and growing the viewer • Delivered over 1,000 hours of user initiated Outlander base. After the success of the premiere campaign, Amazon Media video playback on Fire tablet (video view time). Group expanded the media plan to include Amazon Advertising • The IMDb.com takeover drove efficient engagement with Platform Video, extending the reach of Outlander video content an eCPC of $0.60 and nearly 300K clicks. across additional brand safe sites. • Branded skins on IMDb.com (Targeted Wrap) drove efficient engagement with a click-thru rate (CTR) above 4% with an eCPC below $0.35. • Kindle eReaders drove clicks and delivered over 28K user requests for additional show information via email. • Fire tablet Immersion Landing Page promoting the series premiere delivered: • 84% visitor interaction rate. • Over 68K user landing page actions. • Over 8,000 Starz Play App download clicks. • Average video view time over 113 seconds.
Source: 1)Nielsen Npower data, all persons, 8/9-8/14/2014 and Starz internal data for multiple Starz platforms as of 8/14/14 2)Twitter, August 2014 3) Nielsen Twitter TV Ratings 4/9/14 4) Nielsen Npower data, all persons, 4/4-4/5/2015 5) Starz Outlander End of Campaign Report Amazon Internal 2015
Starz (NASDAQ: STRZA, STRZB) is a leading integrated global media and entertainment company with operating units that provide premium subscription video programming on domestic U.S. pay television channels (Starz Networks), global content distribution (Starz Distribution) and animated television and movie production (Starz Animation), www.starz.com.
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