STARZ
Outlander at Comic-Con Mobile Billboard Case Study
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Overview
STARZ is an American entertainment company that owns U.S. paid television channels, a media distribution company, and animated television and movie productions. STARZ features hit movies and first-run films, from Hollywood blockbusters to independent and international pictures. The main STARZ channel commonly premieres recent theatrically released hit movies along with original series like the ever popular Outlander.
![](http://kre8outdooradvertising.com/wp-content/uploads/2017/11/kre8media_starz_outlander.jpg)
Objective
- Utilize high impact mobile units to penetrate the ad saturated geography of Comic-Con during the week long convention in San Diego, California
- Created an eye-catching, out-of-home campaign that combined static assets and digital abilities
- Digital mobile component coupled with the impact of several static mobiles in a caravan formation
- Build awareness during Comic-Con convention hours and through the evening while convention attendees dine and entertain into the night hours
Strategy
- Appeal to the senses with visual digital elements and strong branding utilizing Kre8 Media’s portfolio of OOH assets
- Kre8 Media designed custom coordinated routes that included two separate caravans to maximize impact in multiple locations simultaneously
- Convoy of four static mobile billboards followed by one digital mobile billboard that played video trailers of Outlander
- Nimble execution to change routes on the fly depending on specific pop-up events targeting high profile celebrity/persons of interest
- Strategic positioning of mobile billboards and routes to execute STARZ specific requirements for brand awareness
Timing
- July 2017
![](http://kre8outdooradvertising.com/wp-content/uploads/2017/11/kre8media_starz_outlander2.jpg)
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- Static Mobiles
- Digital Mobile
- Digital Video
- Custom Routes
- Caravan
- Pop-up
- Event
Summary
- 12,800,734 impressions
- 50% SOV during international Comic-Con San Diego 2016
- Mobile Billboard domination at Comic-Con
- Client’s goals were achieved utilizing custom routes and nimble execution
- STARZ executives in attendance experienced the magnitude of mobile presence
- Digital mobile was the only one in the market catching additional attention from attendees
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