Problem How does a new television series generate organic buzz? Solution Use OOH technology to connect with the audience in a unique way. Background A&Ewas debuting a new television show called Paranormal State, following a group of students as they investigates claims of supernatural occurrences. A&E had never utilized the newly available, high-profile newsstands in New York City in their previous OOH ventures. This campaign highlighted A&E’s continued commitment to interactivity within its media plans (digital jukeboxes and audio on walls). Objective A&E sought to “scare up” program premiere success and make a big impact with consumers by tapping into the show’s “spook” factor and the inherent phobias people carry with them every day. Beyond ratings, the company also wa

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