Cannes Lions

AMERICAN HORROR STORY: FREAK SHOW

ZENITH, New York / FX NETWORKS / 2015

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Overview

Entries

Credits

OVERVIEW

Execution

Our movement began with “Feeding the Frenzy;”

• TV blitz including high duplicating premiere

• Search/Social campaign to fuel the fire

• Longer form content pieces for a captivated cinema audience

Our presence became “Calling All Natives & Night Riders,” with extended TV mix and heavier presence across placements to find Offbeat Freaksters. Finally, we blasted audiences across all platforms including final reminders for our “Grand Opening” phase.

The key to the execution of this campaign was changing the mindset of the audience. Rather than alienating the ‘Freaks,’ we took outlandish creative and tagged it with a movement of acceptance - #WirSindAlleFreaks.

Outcome

• Full screen mobile interstitial drove a 22.06% CTR (average benchmark is 1.5-3%)!

• Tumblr Trending Blog drove over 11k new followers (1.5k-3k Benchmark)

• Tumblr’s Mobile InStream received over 100k notes (the highest total in Tumblr history)

• IMDb's overall CTR of 0.68% exceeded site engagement benchmarks for all placements

Freak Show saw the highest premiere ratings of any FX premiere ever – 10MM total viewers! When we compared our ratings results to FX’s previous American Horror Story success, Coven, we saw enormous lifts across all of our core demos. C3 ratings soared +26% with W18-34, +16% with W18-49 and +16% with A18-49!

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