To build excitement for IMD’s Russian channel portfolio known as THT, the provider sent a series of genre themed premium boxes to key decision makers at MVPDs. Three different boxes highlighted different programming categories (sitcom, comedy, and reality). Each box in turn contained a unique tchotchke for each of 4-6 shows. Email blasts set the stage for the boxes arrivals, and the sheer volume of entertaining bobbles drove engagement among the MVPD’s, many of whom have put THT on their shortlists for next year’s channel options.

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