Campaign details

Brand: TNT
Brand owner: Turner
Lead agency: Initiative
Contributing agencies: Reprise, Crawly
Country: Mexico
Industries: TV channels, programmes, services
Media channels: Livestreaming, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

The challenge was to create high levels of conversations and engagement around the broadcast of the Oscars on TNT, a Mexican TV channel, in order to generate a high number of tune-ins to this live event, increasing ratings and reach versus the previous year.

TNT has broadcast the Oscars – the most important live event of the year for the channel – for a long time. Local channels also broadcast this event, but with a notable delay and poor English-to-Spanish translations. However, they use local celebrities with high affinity in the Mexican market, and this kind of talent attracts a large audience to the show every year.