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SAINT ELMO'S MAKES HEARTS FLUTTER FOR FOX

FOX is famous for producing popular original American TV series like "The Walking Dead", "Mad Men" and “Lost”, while some other series from the pay TV channel are less known. FOX wanted to change that with a social media campaign, which would simultaneously introduce the new "I Love TV - I Love Fox" brand slogan.

A HEART AT THE HEART OF THE CAMPAIGN

Referring to the claim, we developed a Facebook app for FOX that users could use to set their proverbial heart for TV series aflutter. The key visual was a heart formed by eight retro style TV sets. The accompanying campaign slogan was “Make your hear flicker!" To truly make your hearts flicker, the user had to turn the televisions on one by one by playing a trailer from the FOX series program. Through the gamification concept, users were playfully introduced to the program portfolio and encouraged to come back later to unlock more of the trailers. Anyone who had seen all eight video clips at the end of the campaign and made his heart flicker, won a chance for a special money-can't-buy prize. The participant was awarded with an exclusive private tour of the FOX TV studios in Los Angeles. A Sony 3D TV was also raffled off weekly during the sweepstakes.

FROM SOCIAL TO MOBILE TO LOCAL - OR SHORT: CROSS-MEDIAL

Posters, print and banner-based content that all referred participants to www.herzflimmern.tv accom-panied the Facebook sweepstakes. This responsive microsite offered relevant information on the content, characters and show times for the presented trailers about the featured series. The site also offered mobile sweepstakes participation for Facebook users, which is crucial for the rising numbers of users who only access networks using smartphones or tablets. We had to get creative to make this feature possible as Facebook apps are not yet accessible on mobile devices. As an accompanying promotion in Berlin's main train station, we had an oversized walk-in retro televi-sion built. On the day of the promotion, passers-by were filmed and photographed with large signs with "I love …" messages to go along with the FOX brand slogan. The promotion ran parallel on Facebook in real time. And the best clips of the day were edited together and broadcast in three TV trailers for the FOX program. Anyone whose heart doesn’t flicker with such attention to detail, probably doesn't have one at all.

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Dennis Pfisterer Partner

Ziegelstr. 16
10117 Berlin
T: +49 (0)30 6953570-70
F: +49 (0)30 6953570-99
Email: d.pfisterer@saint-elmos.com