This wasn’t about broadcasting a new TED beer ad. We needed to recruit the ‘creative’ team, then document their story.Our media approach needed to start at the core, hunting where the creative types were, but quickly extend to the masses ensuring they felt part of the brand experience.Invitation: Call-for-cast within creative communities and tailored messaging via targeted media partnerships. Thousands responded, four were chosen.Introduction: Four finalists were revealed with short bios, maintaining buzz pre-launch.Sharing it with Spectators: We didn’t solely rely on them visiting our destination hub.Snackable content and longer form episodes were distributed in familiar environments giving the choice of how-&-when to watch. Mainstream touchpoints - TV, magazines, street furniture outdoor alongside pub posters drove people to watch the show.A feature film was screened in cinemas, and distributed via DVD with TED purchases.

Closing-the-loop: All activity supported through-the-line via themed packaging & promotions.

Our approach immersed the brand in highly involving content and made available whatever-whenever-wherever.As well as on TV (on demand) the content was viewed 700,000+ times online.In total, 67,000+ hours spent viewing the content…– 630,000+ unique visits to all digital destinations– 125,000+ website visitors– Time spent on site 6.45mins– Australia’s top 5 most subscribed sponsored YouTube channel– 37,000 mobi-site visitors; 17,000 video views– 21,398 iTunes downloads; 6,000 subscribers– 1,600+ QR code scans – not bad for a new channel!Over the campaign period sales were +9.5%, and market share +15%.