The campaign
To promote the season 9 premiere of Doctor Who, I developed and led BBC America's first free preview with a major distribution partner. The campaign included:
- Six week free preview of BBC America to encourage channel sampling and upgrade
- Special content targeting digital and on demand platforms
- A consumer sweepstakes with a grand prize of a trip to London and the Doctor Who Experience in Cardiff, Wales
- Publicity access to series talent
- Custom television and digital creative
The results
- The sweepstakes was among the distributor's top performing promotions for the year
- The free preview campaign resulted in increased ratings overall and contributed to the channel's best month ever