For one month, INSP becomes John Wayne central with a monthlong Duke moviethon. Last year, INSP tried something new by driving the network’s linear fans to the second screen via interactive tactics, including a “Watch 2 Win Sweepstakes.” Each night a winner won a gift card to the John Wayne Stock Supply online shop, and everyone was entered to win a Grand Prize trip for two to the John Wayne exhibit in Texas. The network also partnered up with John Wayne Enterprises to shoot elements promoting the programming stunt at the Stockyards in Fort Worth, Texas. The promo spots included John Wayne’s son Ethan Wayne providing mini-tours of the John Wayne exhibit. For virtual MVPD clients, INSP offered custom reads from Ethan Wayne, driving subscribers to tune in. There also was a bevy of social media to help drive tune-in and sweepstakes entries. The overall success of this campaign translated into over 16 records being broken in the month of May across digital and social media. A nearly 11-minute YouTube video showcasing an exclusive tour of “John Wayne: An American Experience Exhibit” received 475K+ Impressions, +330K minutes watched, and 16K+ total engagements in May.
