THE NEED: PRODUCTION BLOG
The new Cinemax horror television series from Robert Kirkman, creator of The Walking Dead required a flexible platform to keep content fresh and easy to update.
The site began as an early-release blog designed to bring fans awareness to the production of the series. On the premiere, the focus shifted to complement the show and increase fan engagement with exclusive, behind-the-scenes footage. Outcast marks the second original scripted series to score a second season ahead of its debut at Cinemax.
THE STRATEGY
In order to start an early conversation with fans of Robert Kirkman & Outcast, Cinemax wanted to create a platform for viewers to gain access to special content months in advance. The production blog continued the narrative leading up to the release of Outcast, by allowing the fans to view the pilot before the release of the show.
This was a first for Cinemax, the sampling resulted in approximately 3.3 million views, while another 864,000 watched across social platforms.
WHAT WE CREATED
PRODUCTION BLOG:
Inside Episodes | Interviews | News | Videos
A platform for fans to discuss the latest from Outcast.
THE TEAM
CREATIVE LEAD: Jorge Cantero
FRONT END DEVELOPER: Andrew Khan
BACK END DEVELOPER: Kenny Uzoma
PRODUCER: Adam Winkleman
THE NEED: ADVERTISING
The Outcast Digital Ad campaign came in with an extensive media-plan with over 150 deliverables, and 13 custom takeover executions. The request was to make the creative as disruptive, and impactful as possible, within very strict parameters on how the art was being used.
Early sampling played a key factor in our development of the campaign. A strong call to action to entice users to watch the first episode of the show through their Production Blog and other platforms.
THE STRATEGY
Showcasing the horror of the show was instrumental in getting views, and leaving a long lasting impression on the end user.
Early sampling played a key factor in our development of the campaign, and a strong call to action to entice users to watch the first episode of the show through the Outcast Production Blog and other platforms.
Creating custom executions tailored to publisher sites without having any repetitive art or messaging allowed for a premium campaign.
WHAT WE CREATED
DIGITAL ADVERTISING:
Takeovers | Rich Media | Standard IAB
THE TEAM
CREATIVE LEAD: Jorge Cantero
DESIGN: Bene Encarnacion
PRODUCER: Eric Di Matteo
THE CLIENT LOVES IT
The client loved the creative, the high impact executions, and strategy behind the unique use of their art, videos, unit photography. We stylized the imagery in order to break through the site clutter while maintaining a cohesive creative look.
They appreciated our hard work through very tight deadlines while maintaining a great creative service. Working through their restrictive guidelines and quick turn around request was extremely helpful for their internal timeline.
