How do you break through to media buyers and planners who are inundated with formulaic campaigns promoting network viewer profiles and test results? Get anthropological on their ass.

OBJECTIVE

Increase network ad sales by introducing, socializing and promoting A&Es highly engaged viewers to the ad trade community, while explaining and validating A&Es new kind of consumer research.

SOLUTION

A&E viewers were dubbed “Leanforwards,” and a faux museum presented their social and scientific traits in an anthropological setting. “The Museum of Leanforwards” featured 14 custom exhibits that included artifacts from A&E’s programming, an interactive game, a gift shop and an ad campaign promoting it.

RESULTS

The number of online impressions for the 3-week campaign totaled almost 1.5 million, 14% more than originally predicted. A&Es contact database grew exponentially as more than 200 people registered from over 100 agencies.

Leanforwards

Interactive Site