H2, a sister channel to the popular History channel.
They were looking to run a short campaign over April 1st as a mock press release for an upcoming documentary about capturing the elusive Bigfoot.
Goals included:
- Combine the branding of H2 with realistic footage to give a straight-faced approach to promoting the new documentary.
- Support the campaign with a direct email send.
- Generate click throughs and collect customer information via a lead generating competition form visit website.
Challenge
The initial brief was open to any interpretation of artwork within the H2 branding style, so the challenge in this instance was to put forward a gritty and enticing style of campaign.
The main aim was to encourage users to click through and learn more about the show and ultimately enter the competition. The target audience being affiliates of the parent organisation, A&E Networks, clients and press officers.
Outcome
Multi platform
Xigen were supplied with several videos from the show with teaser clips and used these to put together a unique style and interpretation of the H2 branding. The result was a direct email supporting all email clients and mobile devices, including the effect of video motion in the leading hero image to encourage click throughs
Landing page
The landing page showcased a full trailer and interviews with actors to further entice and educate visitors and encouraged users to learn more about H2 programming. The inspiration behind the design was of a live news broadcast, combined with X-Files/Twin Peaks styling throughout.
