NBC Bionic Woman | Case Study | NBC | Clients

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NBC: NBC Bionic Woman

Challenge

Generate major buzz and excitement for the series premiere of Bionic Woman amongst the 18-49 demo

Execution

Fanscape created the "Bionic Assessment Test" viral game as an online "hook" to function as the centerpiece of our marketing campaign (www.bat-test.com). A combined score over 75% unlocked featured content from the yet-to-be-aired pilot of the show. An embeddable badge boasting the user's Bionic percentage enabled further spread of the game through social networks. Fanscape used a mix of targeted grassroots/WOM placements (blogs, social networks, online communities, and more) as well as partnered with well-trafficked entertainment, gaming and lifestyle sites to promote the launch of the TV show and the viral game.

Results

Premiere episode lead the highly coveted 18-49 demographic for the evening and was the highest rated premiere across all networks for Fall 2007
Over 900,000 direct tool interactions and 240,000 completed plays of the viral game for 1.5 million minutes of engagement
Editorial and messages about the viral game seen by 5.5 million unique web users

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