Damages + Cadillac
Sweepstakes Campaign
- 33,268 Sweepstakes Entries
- 69,078 Unique Visits through Show's Run
- 3,784 Email Opt Ins
Challenge
Season 2 of the popular law drama, Damages, FX introduced a new element of product placement, or in this case, product integration of Cadillac’s Hybrid Escalade; the car itself was literally stitched into the show’s plot. In addition to creating a show Microsite, we were also tasked with finding a way to integrate the Escalade into the site that would drive immersion, viewership and eventually a promotion.
Solution
Using the Escalade to drive site engagement, we housed the experience that brought users into the interior of the car. There, they were able to interact with specific features to trigger sweepstakes entry, an online quiz, weekly clues, Escalade features, and show highlights. The hidden clues and weekly quiz helped users get closer to understanding the mysterious codes that under-pinned the plot for much of season 2.
Results
The campaign was a great way to create an online extension for an existing product placement initiative. It was successful in generating awareness about the new SUV, while also allowing users to dive deeper into exclusive show content. Within the campaign, we were also able to build an opt-in experience to help generate sales leads for Cadillac.
“The team successfully created a co-branded space that not only features the sponsor's product but also integrated mutli-layered plot points from the show. The perfect balance.”
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