Direct Response Marketing

Tchotchkes abound during the holiday season, so it’s not easy setting your network apart with a gift. But A&E’s utilitarian theme to last year’s Christmas giveaway was spot on. Corresponding to its five hit shows, the network offered gifts that could be put to use during the holidays. “Shipping Wars” wrapping paper. A “Longmire” bottle opener. A travel-size shower kit for “Bates Motel.” For “Duck Dynasty,” a camo-patterned blanket, of course. And finally, a “Storage Wars”-themed board game. It was an excellent way to get noticed, while simultaneously reminding the ad sales community of the network’s recent successes.

To promote the launch of INSP on Comcast Chicago’s digital tier, the MSO targeted both digital and non-digital customers with postcards, eblasts and a cross-channel spot.