A leading US TV cable network (CalReply customer), understood that consumers now access content through a variety of platforms and are in more control of how and when they engage with their favorite programming. With CalReply’s technology, the network could strategically influence awareness and drive viewer engagement at key moments in time, at scale, across its linear and digital platforms.
Since the TV network’s programming aired simultaneously across linear and digital, as well as on demand, the network sought to streamline the experience for viewers while creating a new authoritative marketing tactic to stimulate recurring engagement. The network worked with CalReply to drive tune-in through programmatic calendar marketing.
CalReply recognized an opportunity to provide a TV Everywhere experience to the network’s subscribers through its Channel ID technology and deep-linking to streaming platforms.
Understanding that a majority of its viewers have historically been reliant on the network’s website and mobile app to stay informed about new television episodes and catch-ups, the network activated all of it’s franchises with CalReply’s dynamic calendar marketing technology, thus building a programmatic brand extension into the viewer’s personal digital calendar.
Points of calendar subscription were integrated across all touchpoints including the network’s website show pages, EPG, mobile app, as well as across organic and paid social media, email marketing and on-air/video.
At the point of subscription, users were able to set event and reminder preferences for new episodes, on demand, or both.
CalReply’s Channel ID technology seeded personalized channel details and streaming deeplinks in every calendar episode and tune-in notification, enabling subscribers to find content with ease.
of subscribers interacted with the
calendar event at within 3 days
of initial notification
of users opted in on the
We are extremely happy with the linear and digital engagement outcomes, and fans seem universally happy with the offering. The programmatic nature of the technology also frees up internal resources for our other marketing initiatives."