Every year, HBO Asia runs a contest where viewers and subscribers can stand to win a once-in-lifetime, money-can’t-buy opportunity to experience the Oscars® Red Carpet “live” in Hollywood.
HBO Asia’s Ultimate Oscars® Experience contest for 2018 mandated these steps for participation:
- Watch Oscar-winning movies on HBO on TV
- Spot the contest icon
- Answer some questions on the contest microsite, including which movie they saw the icon on
If a person first found out about the contest on Facebook or Instagram, these mandatory mechanics would mean that they would have to go from online to offline, and back to online to take part – which only served to raise the barrier of entry.
Our challenge was to find a way to work around these stipulated contest mechanics to ease the barrier of entry, and increase participation rates from the previous year.
Our solution to this of hypertargeted ads leveraged off the tendency for people to second screen (the behaviour of browsing social media and websites on mobile phones while watching TV) by targeting them with ads particular to the movies with the contest icon, while they are watching the respective movies on HBO on TV.
This meant that we had to create these ads for audiences from Hong Kong, Indonesia, Malaysia, Philippines Singapore, Thailand, and Taiwan – which meant localising and translating ad copy in Bahasa Indonesia, Chinese (Taiwan) and Chinese (HK) – as well as scheduling each ad for each movie at the respective local screening times for each country.
As a result, we created over 660 ad creatives just for these hypertargeted ads alone for this month-long campaign. (This is not including the rest of our ads to publicise the contest.)