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Case Study
A&E Television Networks®
The 360o of A&E
Savvy marketers are looking for more than just a one-size-fits-all media schedule. A&E Television Networks (AETN) was seeking a
customized marketing program for Wal-Mart that would leverage their assets, alliances and initiatives into a strategic, customized,
integrated marketing campaign that would deliver results for this, one of their biggest clients.
In 2007 PHANTOM POWER was retained to design a marketing An AETN Integration Mantra was created and educational
plan for Wal-Mart and craft the accompanying new business materials were created for Wal-Mart which depicted their
proposal. Because media choices are proliferating, and 360-degree multi-media world.
fragmenting, at an astonishing rate the challenge was to • The AETN 360° approach zeros in on a target group of consumers
communicate to Wal-Mart that the sum of AETN properties can “ most likely to be receptive to a certain message and surrounds
effectively marry their marketing objectives into AETN’s multiple “
using a variety of media to touch them at different points along the
platforms and range of combinations. decision-to-buy process
• At AETN, we make it our business to understand the latest
To overcome this challenge, PHANTOM POWER presented “ consumer behavior, then we deliver the multiplatform
AETN to Wal-Mart AETN as a “content powerhouse,” the most “
effective choice for reaching potential customers in a shifting entertainment experiences that meet the needs and desires of our
media world. massive fan bases
PHANTOM POWER Marketing Objectives
Custom Wal-Mart/AETN Integrated Marketing Campaign
• Showcase the breadth of relevant, quality Wal-Mart products
• Drive awareness of Wal-Mart’s customized and specialty services
• Celebrate the American family
• Build Wal-Mart brand awareness and drive promotional urgency
• Deliver the Everyday Low Prices messaging to the consumer through various campaign elements
• Extend Wal-Mart competencies to include quality
• Leverage the strength of the Wal-Mart brand in contemporary America
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After conducting in depth market research on the Wal-Mart brand, Campaign Elements
philosophy, competition and demographic the wal-Mart American
Dream Campaign was proposed. • On-Air & VOD
⸗ Promotional Spot Ads
The campaign mission was to leverage AETN properties to deliver ⸗ Product Integration
education on home ownership and maintenance establishing the • Online
Wal-Mart brand as a life enhancing solution. Going beyond the ins ⸗ User-Generated Content: Design Your Dream Home!
and outs of buying a house, the campaign will involve managing ⸗ Podcasts
every aspect of turning a house into a home - from decorating to ⸗ Original Webisodes
budgeting, outfitting your living space, maintaining property, home ⸗ Wallpaper
improvement and more. Ultimately, The Wal-Mart American ⸗ Retail POP
Dream Campaign will showcase the diverse and fashionable Wal- ⸗ Newsletter Sponsorships
Mart brands and products as a modern turn-key resource perfectly • Mobile Voting and Text Messaging Campaign
suited to help families sustain the home yielding a great, nurturing • Relationships Marketing / Print Advertising
family life year-round. ⸗ History Channel Club Magazine
250,000 circulation
Relevant AETN television programming will drive consumers to a ⸗ Exclusive offers to A&E Club
dedicated Wal-Mart American Dream Campaign website, a user- 220,00 online members
friendly destination where consumers will use fashionable, high-
quality Wal-Mart products and services to virtually decorate all the The AETN Integrated Marketing team to design the custom
rooms in their dream home. Traditional advertising, promotional Wal-Mart American Dream Website with add-ons such as
bumpers and online presence will motivate demographics in printable shopping lists, coupons and product suggestions.
different ways… i.e. Bio for Kids… create the coolest game room,
American Eats… dream kitchen, Boys Toys… the ultimate home
office, etc.
PHANTOM POWER Integrated Marketing Checklist Campaign plus-ups targeting AETN Classroom further sponsorship value
A “themed” unique, creative and engaging promotional campaign Modern marketing communications mix integrating various AETN properties
relevant to Wal-Mart messaging and the needs and characteristics of Year-long messaging campaign driver
target consumers Print advertising, online banners and AETN property sponsorships will
Increased loyalty through built-in loyalty program compliment marketing communication mix
Inherent showcase of fashionable, quality products Built in data capture activities lend themselves to direct marketing follow-up
Enforces Everyday Low Prices messaging User-interface capitalizes on traffic and maximizes consumer connection
Positions Wal-Mart as accessible and aspirational User-experience takeaways create traction and encourage purchase action
Print advertising, online banners and AETN property sponsorships will step
compliment marketing communication mix Participant registration serves as ROI measure
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The Wal-Mart American Dream Campaign Website will include…
• Opportunity to design every room in the house using quality, cost-
efficient
Wal-Mart furnishings and accessories
• User-friendly interface provides natural browse of Wal-Mart
selection of items
• Help Menu guides participants with flash presentation technology
• Room selection, furnishings and accessories correspond with
Wal-Mart offerings
⸗ Standard rooms in the home (living room, master bedroom,
children’s bedroom, master bathroom, kitchen, home office,
garage, etc.)
⸗ Rooms found in a dream home (library, screening room, gym,
workshop, car, etc.)
⸗ Outdoor area selection include entertainment area, patio,
garden to showcase Wal-Mart line of exterior furnishings and
accessories
The best designs as chosen by the AETN audience via online
and mobile methodologies will be featured by AETN personalities
and integrated into corresponding AETN programming and
bumpers. Participants responsible for the best design in each
room category will win their submission for their own home!
