Problem How do you generate buzz for the premiere of a cable miniseries? Solution Use OOH formats to create teasers as well as interactive opportunities for potential viewers. Background The A&E The Andromeda Strain campaign supported the launch of the two-night miniseries event that told the story of a mysterious entity wreak- ing havoc, and ultimately terminal illness, upon the population. Based on the Michael Crichton novel, the miniseries event aired over Memorial Day Weekend and was one of the network’s largest efforts of the year, produced by Ridley Scott and featuring well-known actors Benjamin Bratt, Eric McCor- mack, Christa Miller, and Daniel Day Kim. Objective The objective was to drive buzz among consumers and the trade community as well as ultimately drive tune-in

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