16 skilled marksmen. A $100,000 prize. One winner.
When the History Channel wanted to attract viewers to be a part all of the excitement with season two of their marksmanship competition series “Top Shot,” they aimed for something new, fresh and smart. By steering away from traditional television advertising, the History Channel strategically connected with a digital audience of loyal viewers and first time fans.
To hit the mark, Microsoft Advertising partnered with Nielsen in a collaboration called the Television Online Effect. This helped the History Channel connect online and offline behaviors to measure how its television and online advertising work together. Armed with this data, Microsoft Advertising was able to create a custom segment to reach an audience the History Channel would not have reached with traditional television spots alone.
The campaign was a success. Compared to television campaigns alone, the campaign delivered:
Here’s to campaigns that always hit the bullseye!