To target travellers, the media team purchased pre-roll ads on Hulu for shows where viewership was high among this demographic.

During the launch, pre-roll ads were plagued by brands that adhered to the tiresome ad specs provided by Hulu and delayed the viewing experience. In other words, where viewers had to “wait” to see the content.

To breakthrough, we tapped into Capital One’s Spokesperson Alec Baldwin and had him hijack the ads at the very moment viewers were forced to wait. Alec explained how waiting could be frustrating but by earning double miles with Capital One Venture Card you can skip the delays, and get to a destination twice as fast.

By combining the brand equity of Alec Baldwin as a spokesperson for Capital One with the uniqueness of the Hulu environment, Hulu users were given a unique experience in an environment that there are usually no surprises. The :15 videos not only created an element of surprise but were hard working because the illustrated the benefits of earning Double Miles.

***Capital One unfortunately does not release any result metrics. But we can say this is was one of the most successful digital campaigns in the company’s history.