Heroes Collection campaign (Encore)
You can see other pieces from the Heroes Collection 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. And for one month, cinema’s greatest super heroes could be found in one place – Encore. This stunt was intended to interest audiences of all ages by leveraging the appeal of the superhero genre and demonstrating the depth of the film library on Encore. The goal was to increase ratings and time spent viewing metrics for the month. More than twenty scripts were shot in a single day on the set of our super hero hotline headquarters. This campaign helped significantly grow younger viewing for a traditionally older-skewing network and grow overall households by 43%. It broadened the Encore audience, exposing more viewers to the channel. Encore on Demand usage was up from the previous month and year. The Heroes Collection was the top-rated programming stunt on Encore in 2014 and a Promax Gold Award campaign winner.
