The three-screen experience was part of a 360 campaign. At the upfront of the campaign, TV, social, and influencer activations were put into motion to begin building hype for the premiere and awareness of the TWC/Outlander partnership. Then, right when fan anticipation/social conversation was at its peak (one week in advance of the premiere) the responsive site experience was launched. To further promote the exclusive content, a second wave of paid social and Influencers were activated — in addition to promotions across TWC-owned media, and pre-roll and companion units targeted at “fans of entertainment”.

The campaign resulted in over 240,000 unique visits to the 3-screen experience, of which 38% were sourced from desktop, 45% from mobile, and 17% from tablet — proving engagement across devices and garnering increased awareness of the Time Warner Cable/Outlander partnership. Beyond this, the campaign also resulted in a +52% lift in the upsell of premium subscriptions compared to previous network partnership campaigns — translating into more customers watching Outlander on the TWC TV app. The campaign even elevated brand perception: decreasing negative conversations related to Time Warner Cable 11%.