Sundance Channel gets adventurous with interactive storytelling ad campaign
Network is First Ever TV Marketer To Utilize Innovative ADVNTR Technology
“Choose Your Own Adventure” Campaign Pegged to Halloween Premiere of
New Scripted Drama THE RETURNED
New York, New York, October 29, 2013 – Sundance Channel announced today that it would be the first ever TV channel to use innovative ADVNTR technology to stage an interactive digital storytelling ad campaign. Entitled “Choose Your Own Adventure”, users will interact with an online pre-roll ad and select various scenarios to play out based on their preference. The promotion is pegged to the premiere of the network’s new drama THE RETURNED which will premiere on Halloween, October 31st at 9:00PM ET/PT.
Monica Bloom, SVP Marketing, Sundance Channel, stated, “We like to think of our marketing as content, and in this unique scenario we’re able to serve up multiple story angles for THE RETURNED elegantly and seamlessly. Plus we’re always curious to push the conventions of digital marketing in order to remain as effective as possible in targeting and engaging an audience.”
The first of three thirty second Sundance Channel pre-roll ads became available on October 28th as part of a media buy with AOL and Videology, a video advertising platform for brands and media companies, as well as on Sundance Channel’s Facebook page. The following two ad versions will be made available on Sundance Channel’s Facebook and Twitter platforms on November 14th. Within the creative, users will be able to select their story based on “life” or “death,” two central themes in the series.
ADVNTR is an interactive storytelling platform tailored to individuals and brands. Led by DeVon Harris, Grammy winning producer/songwriter and creator of the first interactive music video, Harris learned storytelling and marketing as a founding member of Kanye West’s GOOD Music.
Harris stated, “Historically, this style of interactive video has primarily lived as content pieces on marketers and publishers websites. With this Sundance Channel activation, the network is able to utilize the technology to achieve scaled distribution by running a first of its kind, interactive pre-roll ad for their new drama, THE RETURNED.”
Sundance Channel’s media agency Media Storm (part of Water Cooler Group), introduced Sundance Channel to the technology and worked with AOL and Videology to integrate ADVNTR’s platform into their paid video offering. Beyond the rich story telling applications, Media Storm also recommended the platform due to the advanced tracking and analytics it provides to generate actionable insights.
Sundance Channel’s campaign is pegged to the premiere of the network’s new series THE RETURNED which will premiere on Halloween on October 31st at 9:00PM. The highly anticipated series received 4 stars from People magazine and was called “fresh and unexpected” by The New York Times. THE RETURNED takes place in an idyllic French mountain town where a seemingly random collection of people find themselves in a state of confusion as they attempt to return to their homes. What they don’t know yet is that they have been dead for several years, and no one is expecting them back. As they struggle to reintegrate with their families and past lovers, buried secrets emerge and new mysteries develop as they grapple with a miraculous and sinister new reality. But it seems they are not the only ones to have returned from the dead. Their arrival coincides with a series of gruesome murders which bear a chilling resemblance to the work of a serial killer from the past.