Programming Stunt
By | June 26, 2013
Winner
TLC – All New New Year
Pairing Honey Boo Boo with a scaled replica of Times Square Ball crafted specially for the promo shoot, TLC kicked off new seasons of 5 major series for the last week of 2012. The Programming Stunt culminated in a day long Times Square Boo Boo takeover, including guerilla stunts with gigantic Boo Boo heads, Boo Boo Glasses and a New Boo Year’s celebration. The campaign delivered ratings lift for “Sister Wives,” “Toddlers & Tiaras” and gave a strong start to new series featured in “All New New Year.” “The Honey Boo Boo Specials” outperformed all prior episodes, including 3.1mln P2+ viewers for the promoted special. The Times Square guerrilla stunt nearly doubled total media value due to the incremental earned media PR impressions, and New York ratings for the Honey Boo Boo Special increased +52%.
Honorable Mentions
Discovery Communications – 14 Nights of Firepower: Military Channel Olympic Stunt
The primary goal of this campaign was the launch during the Olympics, when all eyes turn to the Games, and for Military Channel to shout its importance.
Investigation Discovery – ID Soap Block – “Days of or Knives” Daytime Stunt
The Soap Block, known to viewers as “Day of our Knives,” used former and current soap opera stars to promote the ID daypart (1pm-4pm).
Sportsman Channel – Attack of the Bass!
The promotion for “Attack of the Bass” resulted in a 200% household rating boost overall (week average). Additionally, there was a 35% increase in ratings from the prior April in the M25-54 category.
