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Foxtel – Gossip Girl: The Chosen
Warc Word of Mouth Marketing Awards, Best Targeting Award, 2008
FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8.
FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8. The show follows the friendships, loves and scandalous lives of New York's young and reckless. 'You're nobody until you're talked about' is the tagline for the show, and the use of an exclusive, word of mouth platform therefore aligned perfectly with the show's plot line. Dramas hadn't performed strongly on FOX8 previously, and the launch campaign for Gossip Girl aimed to take a completely new strategy. This involved creating a targeted online community hub; seeding content and key information from the show to the community; harnessing word-of-mouth through 'ripple' to raise awareness of the show and content to truly influential people; and to empower 'influentials' to spread news and content amongst their social connections. The campaign targeted females with an appetite for being 'in the know'. Over the course of the six-week Gossip Girl campaign, 150,000 emails were sent, and psychometric testing was used to identify respondents as 'influencers'. As a result of the word of mouth generated, FOX8 almost doubled its primetime share for 2007, recording 4.0% prime time share, with its share for the timeslot up 5.6 share points to 6.7%.
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