The goal of the campaign was to drive awareness and viewership intent for USA Network's new event series, DIG, during San Diego Comic-Con (SDCC) in late July. Sharing the mystery of DIG with Comic-Con's highly engaged and influential audience was a natural fit where attendees actively take part in the excitement of new shows, movies, and comic releases.
To foster on-the-ground engagement, USA Network developed a two day SDCC Snapchat scavenger hunt, where participants would be entered for an exclusive chance to meet DIG's creator, Tim Kring, at a private meet and greet session.
The activation began by USA Network seeding the DIG symbol across San Diego's Gaslamp District. DIG then posted a 60 second Snapchat Story detailing the scavenger hunt and how to participate. The Story was followed by six clue snaps, encouraging attendees to snap photos of the symbol to DIG's handle.
To build participation, the initiative was promoted across DIG and USA Network's social channels, announced during DIG's SDCC panel, and promoted by Snapchat influencer Jerome Jarre through a dedicated 19 snap Story.
Through a captivating on-the-ground activation, USA Network drove buzz and awareness for DIG among influential, like-minded entertainment enthusiasts. This innovative use of Snapchat, one of the first and most robust activations of its kind, created a wholly unique and immersive experience that introduced avid Comic-Con goers to a key DIG symbol and the show's mysterious and intriguing tone
Most importantly, new Snapchat followers from the activation clearly fell within the show's target demographic and could be converted to potential viewers, as seen by the incredible 93% completion rate on Snapchat Story content.
Results over the 2 day activation
●Over 16,400 Snapchat followers
●12.2k unique views on the 60 second story, 93% completion rate
●Over 614 snaps received on Snapchat from fans (after 3 hours the influx of snaps caused Snapchat to crash)
○Average of 5-7 snaps per users
●1.1 million unique views on Jerome Jarre's 19 snap Story, 88% completion rate28 total winners in attendance at the meet and greet