Spike TV: Tut premiere
Summary
Spike TV needed a creative strategy for its premiere of Tut, a multi-night historical drama, that would not only generate interest for the program, but also prevent incorrect viewer attribution of the show to one of our better-suited competitors (like History Channel).
We combined neuroscience with traditional survey research to identify key moments from longer source material to emphasize in the 30-sec spots that formed the bulk of the campaign. The moments were defined not by traditional measures of engagement and emotional valence, but by their long-term memorability. We further learned via the...