The newest STARZ Original Series, Outlander, has the most engaged fan base in advance of a premiere in our network’s history. As a digital marketing team, we have a very unique opportunity to engage and activate this fan base to become our digital word of mouth marketers. To activate them, we need to immerse them, to bring them in to the world of Outlander. To accomplish this we’re creating compelling content and unique activations to make these fans feel like they are a part of the ride and encourage them to share. The #PocketJamie campaign was designed as a digital extension of a fan event we held in Los Angeles. Attendees were given their very own #PocketJamie and challenged to take photos of him and upload them to Twitter. This activation will last over 2 months and will culminate in the #PocketJamie awards to be “held" in March. Campaign Objectives • Support our Outlander super fans and give them exciting, compelling content • Encourage fans to participate in the #PocketJamie experience and activate others to do the same • Bring a piece of the Outlander fan event to those who could not attend by giving #PocketJamie away on Twitter and encouraging everyone to participate Outlander has an incredible base of supportive fans who are so excited for the show to premiere. Part of our overall digital strategy has been to activate these fans and make them feel like a part of the experience of turning their favorite book into a TV series. We have hosted two fan events in the past 5 months to invite fans “behind the scenes" of Outlander. These events have afforded them first looks at photos, sketches, videos and trailers. They've also had Q&A panels with the series Executive Producer Ronald D. Moore, author Diana Gabaldon (whom the fans call “Herself,") and show leads Caitriona Balfe and Sam Heughan. #PocketJamie was a part of the second fan event, hosted in Los Angeles in January 2014. Event attendees were given their own #PocketJamie and encouraged to take photos of and with him all over. They then uploaded their photos to Twitter. The official Outlander Twitter account retweeted, favorited, and engaged with these fans as they tweeted their #PocketJamie’s travels. This campaign served the dual purpose of rewarding our loyal fans who attended our fan event with a tangible keepsake that they could use to have some social fun while also entertaining our avid fans who weren't able to attend the event with the various #PocketJamie shenanigans that popped up all over Twitter. Fans joined in on the fun. Ask and you shall receive. No sooner had our Fan Event attendees exited the theater then #PocketJamie photos started popping up all over Twitter, even extending to Facebook and Instagram. They continue to be tweeted multiple times a day. Examples: • https://twitter.com/RayaSunshiine/status/422191119527456768 • https://twitter.com/Thats_Normal/status/422194783348486144 • https://twitter.com/bettiegirl33/status/422186013805387776 • https://twitter.com/Heughligans/status/428691825214226432 • https://twitter.com/Sassa_Steph/status/430013750692044800 #PocketJamie started a trend! Fans that were lucky enough to receive one of their own were more than happy to oblige others by providing a downloadable version for anyone to print and cut out. The official Outlander handle also gave away additional #PocketJamie’s to our Twitter followers in a series of “tweet to win" initiatives. Our talent and creators got in on the fun as well, posing for photos to encourage the tweeting to continue. Even members of the press, including Krista Smith of Vanity Fair who posed with #PocketJamie during the Sundance Film Festival, got into the #PocketJamie spirit. Examples: • https://twitter.com/Sassa_Steph/status/430013750692044800 • https://twitter.com/Outlander_Starz/status/422205185209806848 • https://twitter.com/Outlander_Starz/status/422866000963334144 • https://twitter.com/Outlander_Starz/status/422529014620647424 • https://twitter.com/carrieellenbell/status/431256760448716800 • https://twitter.com/Outlander_Starz/status/425691786523066368 The fun isn’t over yet. Later this month, we will announce the #PocketJamie awards. Categories like “Most Creative #PocketJamie photo" “Farthest Traveled #PocketJamie" and “Best Supporting Appearance with #PocketJamie" will be announced. Fans will submit their photos for each category by tweeting them to @Outlander_Starz and including the #PocketJamie hashtag. Winners will be selected and announced at the #PocketJamie Awards, a live Twitter chat with the @Outlander_Starz handle. Each winner will receive a prize autographed by Outlander’s stars, Caitriona Balfe and Sam Heughan.
