Best Mobile Integrated Ad Campaign

OVERVIEW
In 2016, CONAN returned to Comic-Con delivering more stunts, more access and more coverage than ever before with his inimitable style. Team Coco partnered with AT&T to align their brand with one of the largest pop culture events of the summer and engage CONAN’s passionate fan base.

This 6-week multi-platform promotion included on-air elements, in-show presence, and digital/mobile extensions. A robust activation also brought all the ConanCon action to fans with unprecedented Virtual Reality access. This partnership enhanced viewers’ experience in both San Diego and at home through new & innovative 360 / Virtual Reality technology powered by AT&T.

At each show, multiple 360 Virtual Reality cameras were placed strategically throughout the theatre, offering fans at home the best seats in the house. Viewers also had exclusive access to a customizable experience, toggling between different angles from each of the live VR feeds placed throughout the theatre.

In addition to streaming the show in 360 Virtual Reality, Team Coco and AT&T also hit the streets of San Diego to cover all the action, costumes, and comedy of Comic-Con! Fans viewed these 17 special Conan360 content pieces across Team Coco and Turner web and social sites.

Comic Con Activation:
• Custom in-show integration and co-branded promotion
• Daily Pre-show CONAN/AT&T swag bags awarded to fans
• Conan360 content available to fans in 360 on TeamCoco.com and in VR on the Team Coco App with the use of a VR viewer
• Exclusive VR content feature created for Comic Con booth (viewed inside gigantic Conan Head VR viewers) included “Presented by AT&T” identification.
• Turner’s social distribution product Launchpad propelled huge social discovery across Team Coco and Turner channels

Results:
No goggles required to see this success! AT&T’s partnership with CONAN delivered vast impressions, brand awareness, direct engagement, and significant press coverage – both with general press and industry trades.
• 35.5MM Total Impressions and 10.5 MM video views (149,160 total hours viewed).
• VR activation: 20K CONAN Cardboards were distributed to fans
• First VR broadcast feed (from Andy’s headset) to live TV.

Contributors:

Executive Producer:	Conan O'Brien
Executive Producer:	Steve Beslow
Executive Producer:	Jeff Ross
Producer:	Matt O'Brien
Producer:	Travis Kuhl
Producer:	Jason O'Malley
Integrated Marketing:	Tanesha Fields
EVP Content Partnerships:	Dan Reiss
VP Content Partnerships:	Jenn Cohen
Director Content Partnerships:	Leah Mackstudis

TURNER ENTERTAINMENT NETWORKS

Location: United States