PARTY DOWN IN-APP MARKETING
THE CHALLENGE:
Leverage UX / UI to create awareness within the STARZ App about the return of the cult classic comedy series Party Down. Additionally, there was a need to highlight a special offer intended to entice users who had previously canceled their STARZ accounts to reactivate.
THE SOLUTION:
Recognizing that many users watch comedy content on their phones and tablets, we formulated a strategy for reaching the target audience on their devices. This incorporated leveraging the playful voice of Party Down. Promotional assets included:
Redesigning the STARZ app icon using the pink bowtie that characters wear in the show. After an update, the new icon appeared on device home screens and in app stores
Creation of playful and engaging push notifications
THE RESULTS:
The in-app promotion, featuring the redesigned app and engaging push notifications, successfully reached the target audience. The campaign was also instrumental in delivering a special offer directly to users, enticing them to reactivate their STARZ accounts. The overall campaign, including the playful voice and iconic imagery, contributed to the buzz surrounding the Party Down Season 3 premiere. The official trailer received over 19 million views, despite a limited budget.
