Best Telecommunication Integrated Ad Campaign

For the first time, this year’s CONAN at Comic Con was sponsored by DIRECTV NOW, and evolved from integrating technology, to infusing brand positioning within every element of Team Coco’s programming under the slogan “more for your thing, that’s our thing.” The goal of the campaign was to personalize every possible platform with a wide range of content and integrations, all built around a set of comedian correspondents with their own followings to bring to the CONAN ecosystem as well as a brand-new dedicated Instagram handle and account--@ConanCon.

The campaign was designed to target millennial-age fans of CONAN and Comic Con viewers with a wide spectrum of content they couldn’t access anywhere else.

The strategy behind the campaign was to highlight DIRECTV NOW’s partnership with CONAN by offering fans more of their ConanCon thing, across more of the platforms where they are accessing CONAN content.The “More for your thing,” tag was used and adapted throughout the campaign, increasing brand awareness and engagement with both CONAN and DIRECTV NOW with content they authentically wanted to see. This included everything from exclusive access to the talent entrance at Spreckels, to video game reveals on the convention floor, all seen through the lens of the Team Coco comedian correspondents and the unique comedic voice of CONAN’s ecosystem

Contributors:

EVP:	Dan Riess
SVP:	Jenn Cohen
Director:	Blair Shiffman
Coordinator:	Leah Mackstutis
Executive Producer:	Conan O'Brien
Executive Producer:	Jeff Ross
Producer:	Aaron Bleyaert
Producer:	Mike Sweeney
Producer:	Matt O'Brien
Integrated Marketing Director:	Tanesha Fields

TURNER

Location: United States