Turner Entertainment Networks using experiential marketing to cut through the clutter

Now more than ever media needs to be integrated and promoted across multiple delivery channels. With increased competition, advancements in internet content delivery, and the lowering of production costs, content production has exploded and it is becoming increasingly difficult to stand out. To stand out from the clutter Turner Entertainment Networks has recently unveiled a creative out-of home campaign in New York’s Grand Central Terminal to promote the premiere of its new drama series Dark Blue.

According to Mediaweek, Turner worked with CBS Outdoor to strategically place nearly 100 pieces of creative, which includes column wraps, posters, banners, staircase signage, and video motion boards. Additionally, they wrapped the cars of the shuttle train that runs between Grand Central and Times Square. The creative team at Turner is going outside of the box to promote their new show and judging on the initial impact it is having with consumers I believe this will become more common.

I see a correlation between this campaign and spatial experiential marketing that theme parks consistently use. Theme park companies have used experiential design to improve ride experiences for decades. As media outlets continue to struggle with increased competition for eyeballs they will need to increasingly make their campaigns more dynamic and experiential to stand out. After seeing the images of the spectacular creative at Grand Central Station, I am now planning to watch Turner’s Dark Blue.

For more information: Read “Turner Brings Dark Blue Promotion to N.Y. Underground” by Katy Bachman at http://www.mediaweek.com/mw/content_display/news/cable-tv/e3i38d17fe532245c82bb57858b583aca97