As A&E prepared to launch a two-night movie event – Stephen King's Bag of Bones, starring Pierce Brosnan – the network partnered with Campfire for a unique marketing initiative to engage viewers in advance of the premiere. The new campaign brought together compelling visual and social experiences to draw-in King fans and general audiences alike, ultimately driving buzz and viewership around the four-hour epic thrill-ride.

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Challenge

A&E approached us with the goal of driving tune-in to the premiere night of the two-part miniseries Bag of Bones and make it a "must see" TV event. They told us that for the A&E viewer "life" television is out and visceral television is in. With this in mind, they wanted us to develop a campaign that built a parallel narrative to the show itself.

Execution

At darkscorestories.com, Campfire introduced a haunting exploration of King's brilliantly drawn, compelling characters. By introducing authentic, entertaining and sophisticated portraits of the characters of this new series, Campfire not only created buzz among King fans, but also built a mass audience for the show.