Sons Of Anarchy
TV Show Destination Site
- 2MM+ Page Views Per Month
- 300,000 Unique Visitors Per Month
- 5,100 UGC Images Uploaded
Challenge
Launching a new show in today’s economic and viewer climate isn’t easy. However, FX has been on a rampage producing original shows that have prime-time mass appeal. The new show in this instance was Sons of Anarchy—a racy piece about a motorcycle club (MC) who deal in illegal arms trading. Sunny and inspirational, right? They wanted to portray the gritty world of MCs in a way that catered to true motorcycle aficionados as well as newbies.
Solution
Drawing a great deal of style from the content and direction of the show, we build a gritty site that allowed fans to step into SAMCRO, literally. A 360 Clubhouse was created to show off the club’s hangout, and offer users a deeper look into original content that couldn’t be found in the show. Blogs from the production team and show characters were added to give SOA’s audience up-to-the-minute details and insights into the show. In addition to these aspects, we created a biker gallery that allowed cyclists to upload photos of their own hogs and choppers. And there, all were urged and invited to leave colorful comments.
Results
The show was a huge success; enough that it was picked up for another season. Throughout the first season’s run, thousands of bikers from across the country participated in the biker gallery—a total of 5,100 images were uploaded. The site garnered more than 2 million page views and 300,000 unique visitors per month. This not only helped generate an ongoing stage for the show, but also helped increase ad revenue through their third-party network.
“Having the trust and confidence of FX as we began the project really allowed us to create a campaign extension that capitalized on the most exciting, gritty and visceral aspects of Sons of Anarchy.”
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