Favorite Film Franchises campaign
You can see other pieces from the Favorite Film Franchises campaign in the Video Portfolio.
As an ongoing practice, Encore packages collections of familiar, favorite movies into programming stunts to reinforce Encore’s “Playing Favorites” brand. This is what Encore does best: present expansive, curated collections of uncut and commercial free films.
The goal of this month-long stunt featuring iconic movie franchises was to drive consumer and affiliate engagement and create a lift in overall awareness of Encore. The target audience was Males 45+, suburban, married and frequent Encore viewers.
Verbally, we used the theme of “Movies That Never Die” as the underlying concept and tone to define “film franchise” for the audience. Our brand standard is to speak to the audience in a fun, familiar way, as a friend and fellow movie lover who offers an emotional connection to the films. The strong, eye-catching movie title sequences reinforce the idea that we were presenting “movie groups,” as further explanation of what our collection had to offer.
On average, viewers watched two stunt telecasts in the month. With an overall reach of 12.7 million viewers nationally this stunt represented 25% of our linear channel’s total viewers, and 22% of overall usage for both Encore on Demand and Encore Play in June.