13th Street is a crime, mystery and action themed channel, present in various paid TV platforms. For its 13th anniversary, our mission was to create a newsworthy event to ensure 13th Street was in the top of mind for potential advertisers and viewers, leverage new points of contact for paid TV platforms and establish it as an expert in its field. To do so, we let viewers, who had until now only seen the crime, mystery and action through 13th Street screens, experience it “from the front row”. We turned an old butcher’s shop into a theater with tiny rooms, in which the viewer could live through each scene. We invited renowned writers, directors and actors to participate in the plays, created solely for this occasion 13 plays, 13 minutes each, in 13 days, created by 13 authors of the 13th Street’s genre. We called it “Micro-theater by 13th Street. Crime seen from the first row”.

It was about to create a direct and personal relationship with the brand. So we went for a PR approach rather than a paid-media approach, in order to ensure that we get to a participative experience for all our stakeholders. Paid networks and its afiliates, media outlets and bloggers were invited to an exclusive premiere of the event.

Besides, 13th Street united forces with established writers. More than 6,000 spectators went to see the plays. In 2013, there will be a second edition of the show and a tour around different spanish cities.

In Madrid, we turned an old butcher’s shop into a theater with various small rooms, in which the spectator could live through the experience of the scene itself. We invited renowned writers, directors and actors to participate in the plays, created solely for this occasion. 13 plays, 13 minutes each, in 13 days, writen by 13 authors in the genre in which 13th Street is an expert. We called it “Micro-theater by 13th Street. Crime seen from the first row”

We received tweets and Facebook posts from various communication outlets, such as:

• Television platforms: R, digital TV, and Canal+, the #1 network in Spain, mentioning our call-out in Tentaciones, a national cultural insights TV magazine.

• Fotogramas, leading film magazine, with an annual print run of 240,000 copies

• Mujer de Hoy, leading weekend magazine with 1.7MM subscribers and 541,000 unique readers

• Mundoplus.tv, national online reference for professionals in the television industry

• Industry bloggers with a national presence (yonomeaburro, birras&series, sensacine, EyeEm, Like a Wave, etc)

We also received multiple thank you notes praising the originality of the mailing.