FOX Crime is a FOX channel dedicated to mystery and investigation series. Its public is a very senior, little used to interacting with brands in Social Networks.
The main difficulty was finding an emotional connection that would bring FOX Crime audience to action. But our research revealed that these people fervently followed their favorite series because they loved trying to solve the mysteries before their protagonists.
So we offered them a good mystery to solve.
In the news there were several headlines about HBO chapters leaked and movies stolen from Sony servers.
This inspired us to create a plot in which a huge fan of FOX Crime had taken over the series that were ready for the 10th Anniversary.
The thief boasted of it in the social networks of the channel and challenged the other followers to recover the series. For this, they would have to solve 10 misteries and find 10 passwords hidden in different posts.
Every time they found one password, people would have to access the criminal’s servers and choose a series to be rescued.
The campaign also integrated television. Once the 10-day campaign was over we announced that during the 10th Anniversary, FOX Crime would issue a marathon of the rescued series.
The broadcast broke all audience records of previous anniversaries.
For ten days, 20.000 people actively participated in the campaign and the reach of the posts increased by 86%. Of the participants, 71% reached the end of the mystery despite being little used to interact with this type of engagement.
43% of the annual KPIs for “new page likes” were met only with this campaign. But in addition, the audience of FOX Crime rose by 63% on the day of the anniversary, compared to the average of the previous ones.