Program Launch

Situation

FX Network’s primary goal was to promote and create awareness for their new series, “The Strain,” in key airport markets across the country.

Tactics

AMI worked closely with the FX team to formulate a high impact sampling and awareness program that aligned with FX’s objectives.  It was decided that FX would activate a multi-faceted program within Hudson News airport retail stores in 5 different US markets – New York, Chicago, Los Angeles, San Francisco and Dallas. During their one month program, FX placed an emphasis on educating travelers on the series premiere. They achieved this by handing customers branded “The Strain” eye masks in two airports (JFK & LAX) to be used on the plane or in their home. In addition, highly visible branded “The Strain” shopping bags were used to capture the eyes of hundreds of thousands of passengers in three markets (ORD, SFO, & DFW). To round out the campaign, “The Strain” creative was displayed across digital plasma screens within airport retail locations in all five markets.

Results

FX was completely thrilled with the campaign, and “The Strain” is one of the biggest initial hits in the network’s history.  A total of 250,000 branded bags and 100,000 branded eye masks were successfully distributed to travelers across the five identified markets. A total of 30 digital screens in 30 retail stores displayed “The Strain” creative to help make this premier an overwhelming success.