Cannes Lions

Bates Motel Quickie

A&E TELEVISION NETWORKS, New York / A & E TELEVISION NETWORKS / 2017

Presentation Image
Demo Film
Case Film

Overview

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Credits

Overview

Description

Based on the research outlined below, we wanted an experience that would engage new viewers and series superfans alike. A combination of custom illustration, original orchestration, and a dynamic user experience served to make the narrative of Bates Motel feel fresh. New viewers could discover the story in a condensed, accessible manner, including audio bytes and video clips from the show. Fans could refresh their knowledge of the content and see their favorite scenes and characters illustrated and animated in a way that crafted an original experience.

Execution

Research revealed that while Bates Motel had an established audience by Season 3’s finale, dramas were struggling more than ever to find new viewers. In advance of season 4, we saw a real opportunity to grow our key demographic of 18-49 and to drive C3 and L+7 “time shifting” numbers, based on data that “Bates Motel” is the youngest-skewing show on A&E with the most tech-savvy fanbase.

We decided to pioneer new territory on the “catch up” front; we built an immersive HTML5 website that allowed viewers to catch up on all 3 seasons in 15 minutes. Working with digital partner BLIND LA and the show’s head writers, we developed a beautiful tapestry of custom illustrations and an original score to accompany it.

A platform agnostic design allowed users to experience the story at their own pace, the tension building through visual and sonic cues; the color drains into black and white and the score grows darker as the classic narrative of Psycho approaches. Additionally, visitors were able to download limited edition Facebook cover photos, Twitter graphics, and posters to help spread the word on the new season.

The Quickie also ran on-air: a first-to-market execution for cable, replacing the dated 2-minute recap. With Nestor Carbonell (the actor who plays Sheriff Alex Romero) narrating, the Quickie was scheduled as premiere content within the Nielsen grids and even sold exclusively to advertisers.

Within a month of going live, the Quickie garnered almost 555K uniques with over 1.3MM page views and an average stay of 12.5 minutes. Compared to the typical traffic for AETV.com, the Quickie was the #1 destination in February, leading into the March premiere. The on-air Quickie drew 655k in the key 18-49 demo and doubled its lead in, holding an unprecedented 85% of viewers into the season premiere.

Outcome

Within a month of going live, the Quickie garnered almost 555K uniques with over 1.3MM page views and an average stay of 12.5 minutes. Compared to the typical traffic for AETV.com, the Quickie was the #1 destination in February, leading into the March premiere. An on-air format of the Quickie with added narration by actor Nestor Carbonell – a fan favorite from the show – drew 655k in the key 18-49 demo and doubled its lead in, holding an unprecedented 85% of viewers into the season premiere.

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