The launch of Salem on WGN America was accompanied by some significant challenges. The network wasn’t known as a home for high quality, scripted, originals and the competition was already well established in the supernatural drama genre. Also, consumers awareness of WGN America and its channel position were low.
To overcome these hurdles, we developed a visually disruptive campaign that confidently announced WGN America’s entry into the space while differentiating Salem from the competition. High-impact site takeovers and rich-flash display ad units featured a channel finder along with other interactive features to create a rich, immersive experience.
The campaign scared up big numbers for the premiere, which averaged 1.52 million viewers and delivered 647,000 adults 18-49. ( a +635% increase at the network’s 10pm time slot and WGN America’s highest-rated telecast in over seven years).