Generate awareness and interest in FX, Fox International Channel’s new subscription HD channel featuring globally acclaimed, cutting edge drama, amongst 24-59 y/o males.
Leveraging a combination of print, OOH and digital brand advertising, coupled with a social media campaign, channel website, experiential activations, PR campaign and major launch event, the campaign focused on creating noise around FX’s highly acclaimed foundation shows: The Walking Dead, Call Me Fitz, Hell on Wheels & Justified.
Consumers viewed FX associated content in excess of 143 million times via social networks alone. Media partners broke entertainment industry records for the numbers of video views, and click through rates reached an unprecedented 19.41%. Within its first week of launch, FX boasted the second highest watched show on Foxtel.