The Campaign

The concept to bridge the gap between the show and audiences was achieved as they take on the role of Killjoys through an interactive and rewarding bounty hunting game. Weekly, these Killjoy agents collect three coordinates (i.e. numbers) on each of the AXN social platform (i.e. AXN social platforms form the planetary system in the world of Killjoy) before logging them into the site. One successful Killjoy agent is duly rewarded each week for delivering a successful bounty. The mechanics also encourage viewers to share their coordinates on the social platform to drive conversation around the campaign.

Creative Execution

Viewers are to register themselves as a Killjoys agent on the AXN Asia website prior to the start of the contest. Each week, three coordinates to the weekly bounty will be released on AXN Asia’s social platforms – Monday on Facebook, Tuesday on Twitter and Wednesday on Instagram. Killjoy agents are to collect the three coordinates each week and log them into the AXN Asia website; and answer an open-ended question for a chance to win the weekly prize. Contest ran from 24 August 2015 to 18 September 2015. Contest is open to regional audiences who are either citizens and/or residents of the following countries: Singapore, Malaysia, Indonesia, Philippines, Thailand, Hong Kong and Vietnam. Multiple touchpoints were created to bring to awareness about ‘Killjoy Bounty Hunt’ through on-air promotions, a creative media placement in 8 Days magazine in Singapore and partners’ social media placements.

Describe the success of the promotion with both client and consumer including some quantifiable results

Despite being a game which requires fair level of stickiness, ‘Killjoy Bounty Hunt’ achieved over 1,300 contest entries across a 3-week campaign and regionally, Killjoy TV-series was watched by 4.3 million households in Singapore, Malaysia and the Philippines!

Explain why the method of promotion was most relevant to the product or service

‘Killjoy Bounty Hunt’ encourages interaction with the show as viewers are incentivized during the campaign duration. Our aim is to drive conversation, engage viewers and turn them into loyal AXN show and channel fans and ultimately hit a high rating for the program.

The campaign is targeted at the young and tech-savvy 14 – 26 year olds who may be fans of sci-fi genre (i.e. Guardians of the Galaxy) and/or action series. The campaign is also targeted to reach out to a secondary group of male audiences aged 27 – 35 year old who are game enthusiasts and will be highly motivated to work for a bounty. The Killjoys Bounty Hunt Game was communicated as the best job in the universe and viewers were invited to be part of the Killjoys. For 3 days a week and prolonged 4-week duration, the game aims to cultivate stickiness and in turn drive tune-in for the show as viewers navigate from one social platform to another so as to collect the coordinates needed to fulfill the game.