SITUATION
AMC – the American Movie Classics channel – had its roots in movie programming and was known as a network for “John Wayne” viewers with their average core viewer of 35-64 year old men. In 2006, Haworth was tasked with expanding AMC beyond this core audience and position the network as a destination for high-quality original programming.
SOLUTION
With three award winning original shows in four years – Mad Men, Breaking Bad and The Walking Dead – Haworth positioned each series premiere and season finale as a major entertainment event, showcasing cinematic quality, high-style and overwhelming critical acclaim. To bring in each audience, we honed in on the core viewer we wanted to attract to each show as well as captured media decision makers, buyers and planners to situate AMC as a top consideration for media buys. Haworth created mass awareness nationally and in key markets for each show with an integrated push of print, broadcast and out-of-home as well as championed the critical acclaim with surprising media placements. Taking advantage of the buzz surrounding the large display in Times Square featuring President Obama in a Weatherproof jacket, we pulled off an equally buzz-worthy visual by replicating the design and media placement with Breaking Bad star Bryan Cranston in place of Obama.
RESULT
Haworth’s tenure with the AMC brand resulted in a 48% increase in men 18-34 and a 46% increase of women 18-34 viewership, as well as bringing the network its largest audience ever with the premiere of The Walking Dead. During this time period we also boosted ad sales revenue by 70%. Haworth differentiated AMC as a true destination for original programming. |
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