History Channel

Vikings Season 2

We brought History Channel's 3D model campaign into a multi-touch environment within Windows 8. The anchor video ad unit opens to a full-screen takeover for Vikings to promote the second season of the show while recapping Season 1 for new viewers.

Role

As lead PM on this project, I negotiated the initial schedule, features, and design with an internal design team, and then oversaw its development through a PM who managed the day-to-day development scrums for this 2-month project.

Success Metrics

• Overall click-to-expand rate was .67%, which beat out the .4-.6% CTR from comparable executions.
• 27% of all users who reached the landing experience also clicked through to the History Site. The benchmark is typically in the 15% range. 141,679 people engaged within the 220,961 expands, which equates to a 64% engagement rate.
• Total positive engagement rate was 218% - which means on average, users interacted with two different elements per landing experience visit.
• The landing experience led directly to 2,101 social media visits.
• 26% of users who clicked to the landing experience started a video. Nearly half of all videos that started, reached the 50% mark; nearly 1/3 of all videos started were completed.
• A total of 473 hours of video was consumed within the execution, which was significant, given the 90-second video length.