Starz, a premium television network, wanted to drive viewers for the first season of its new drama Outlander.
To build viewership, Starz needed to create awareness and demand for the program among book series fans and fans of similar programming. By working with Amazon display ads, Starz grew an excited fan base through videos and show content, distributed across screens and web properties.
The Amazon media solution
In advance of the series premiere, Amazon display ads focused on reaching Outlander book series fans and fans of similar programming using first-party audience and contextual targeting on IMDb.
To generate awareness and demand, potential viewers were reached on properties like IMDb.com, Amazon.com (mobile and desktop), Fire tablets, and Kindle eReaders.
A custom Immersion Landing Page on Fire tablet featured show content including: videos, photos, series background, and links to download the Starz Play App and subscribe to the Starz network.
Single-day, frequency-capped IMDb.com takeovers were used to increase impact prior to the premieres. The takeovers branded the site with Outlander imagery and featured the trailer to entertainment super-fans for their first daily IMDb exposure.
For the back half of season 1, Starz hoped to capitalize on the series’s buzz by reengaging current show fans and growing the viewer base. After the success of the premiere campaign, Amazon Advertising expanded the media plan to include Amazon DSP video ads, extending the reach of Outlander video content across additional brand-safe sites.
Season 1 success metrics5
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