March 30, 2009

CableFAXIES Awards—Integrated Marketing Campaign: The Weather Channel for When Weather Changed History Season 2

A hailstorm of viewers descended on the first- season launch of When Weather Changed History. So Weather Channel wanted to match that result with the season two launch. It decided to take advantage of hurricane season — in particular, Hurricane Ike’s threat to coastal Texas — two weeks before the premiere. The net swapped in an episode about the Galveston Hurricane of 1900 for one about the Chicago Fire, and revised its on-screen and Web marketing to forge a connection between the Galveston episode and Ike. The result: The Galveston opener reached 14 million during premiere week, on par with the 21 million cume for season 1’s opener, which ran twice as often in its first week.

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Honorable Mentions:

Big Ten Network/Tom, Dick & Harry Advertising for the 2008 Football and Basketball Campaign: Big Ten’s customized campaign included Web banners created for each school in the conference; the factoid-loaded banners appeared on school Web sites, Fox-affiliated sites and BigTenNetwork.com.

Cox Communications for 2008 Wave 3 Cox Business Acquisition Campaign: Direct mail, Web components, bill inserts and TV and print ads were employed at the local system level to generate leads for Cox’s communications products. An emphasis on Cox’s superior 24/7 service led to a 43% increase in responses, compared to the previous campaign.

Charter Communications for Charter Digital Transition 2009: Digital transition e-mails sent to Charter subscribers throughout 2008, a microsite about the transition and a soft-sell approach to messaging helped boost awareness for the biggest technical event since the Y2K panic.

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