Fox Television/Garmin: “24: Dossier”

OPPORTUNITY
Fox Television wanted to secure a technology partner to assist in promoting the re-launch of their hit franchise “24.” The strategy was to sustain interest in “24” during the six weeks between the November 2008 airing of the two-hour, primetime special “24: Redemption” and the 7th season’s premiere episode in January 2009. Fox created an online site, “Dossier,” featuring interactive webisodes to reintroduce viewers to “24” and help build the case against the lead character, Jack Bauer, setting the stage for the first episode, “Day 7.”

INSIGHT
Technology brands would provide high-traffic online assets that could be leveraged with the Fox “24: Dossier” storyline.

SOLUTION
BARC secured the leader in GPS systems, Garmin, and leveraged its high-traffic online site to reach a broader audience for the Fox “24” franchise. BARC secured access to the wide selection of Garmin products to increase promotional opportunities, while providing seamless storyline integration for the Fox “Dossier” site. Cross-merchandising included Garmin sponsored webisodes featuring Garmin products, downloadable “24” icons on the Garmin Garage page, on-site banner ads, blogs, links to both sites, a joint sweepstakes, and email marketing.

RESULTS
In just 6 weeks, The Fox 24: Dossier Homepage received 1,687,412 page views with over 279,000 Blog Banner Impressions were generated. In addition, over 16,000 sweepstakes entries were received in a one month period and Garmin received over 2,000 opt-ins for more information on their products. The Fox 24: “Chopper” icon was downloaded 31,457 and was among the top 10 most downloadable icons on the Garmin Garage page for the month of December.