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FX partnered with Trailer Park to promote their upcoming series, Tyrant, a high-stakes family drama set amidst the turmoil of a Middle Eastern dictatorship. Our online campaign was driven by high-impact Flash and HTML5 ads including homepage takeovers, site skins, rich media pushdowns and progressive flash units that featured character profiles and a rotation of TV spots. To help our ads stand out during their run on top sites like Entertainment Weekly, People, CNN and Time, we developed custom motion creative and targeted video sampling to introduce new fans to the show and the series premiere.

Creative Director - Brad Buris

Art Direction - Matt Dinoff

Designer - Trevor Wallis

Producer - Bryan Davila

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OBJECTIVES

FX needed a break-through online ad campaign that would drive awareness and tune-in for the series premiere of Tyrant. The media plan included some high profile placements on some of the biggest websites, so creating a visual impact was key to the campaigns success. The challenge was creating high-impact units across multiple websites and devices while engaging users to sample video content wherever possible.

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SOLUTIONS

Our campaign was fueled by a wide range of custom units that played off the key art with a mirage animation to evoked the mystery around the main character’s rise to power. As video sampling was crucial to turning new fans onto the show, we worked with FX to develop a strategic rotation of 3 TV spots across various sites and paired them with surrounding skins and static units. All placements provided a unified creative aesthetic and multiple interactive features such as character gallery and additional video content. 

Day/Date/Time Mobile creative units and OTT ads for Direct TV rounded out the campaign to ensure a wide reach across all platforms and drive tune-in to the series premiere.

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RESULTS

Our banner ads were seen by millions of potential fans on some of the Internet’s most highly trafficked websites including Time, CNN and People. We maximized that reach with our creative, maintaining a consistent cohesive look while customizing as much as possible to take advantage of every unit. Ultimately, the series had excellent opening night viewership, due in part to the interest generated by the successful campaign we created.

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