WIREWAX is the world's leading interactive video technology, enabling some of the world's biggest brands - including Disney, the BBC and Ted Baker - to drive greater levels of viewer engagement and marketing spend ROI. As well as collaborating directly with clients, WIREWAX runs an AI-powered SaaS studio to give everyone the power to create interactive video themselves.
2017 was the year of the seventh season of the iconic TV series, ‘American Horror Story’. Notorious for its dark horror and even more outlandish and edgy marketing, this season, labelled as ‘Cult’, demanded an even more eccentric and extraordinary marketing masterpiece to attract new viewers and excite a diehard fanbase.
WIREWAX has a long history of working with broadcasters across the globe to help them leverage interactive video as an innovative and engaging way to advertise TV shows and movies to audiences through digital channels.
FX have long been fans of WIREWAX and have been keen to utilize the technology for promoting shows for a while. When they came to WIREWAX in 2017 and asked for help to promote one of the most iconic American TV shows in recent times, through an ambitious, multi-piece, interactive mini-series, the team could not resist.
2017 was the year of the seventh season of the iconic TV series, ‘American Horror Story’. A series notorious for its dark horror and even more outlandish and edgy marketing. This season, labelled as ‘Cult’, demanded an even more eccentric and extraordinary marketing masterpiece to attract new viewers and excite a diehard fanbase.
The plan? Eight consecutive and unique interactive experiences released each week on AHS7dotcom leading up to the show’s launch.
The viewers are asked to lean-forward and complete interactive tasks as part of the video experience. Completing these led the participant to sign-up for a mysterious cult through a Facebook Messenger bot.
The campaign was a world-first that fascinated audiences eager to uncover more each and every week. This allowed the producers to react to audiences’ responses and dial up or down the intensity of the bone-chilling visuals and the complexity of the tasks, on the fly.
This evolving creative process posed a major challenge for the WIREWAX team. To allow enough time for each week’s release to be consumed and measured, there was very little time to design, develop and release the following week’s segment. WIREWAX’s unique capacity to deploy round-the-clock creative and development resources over the course of the campaign meant that teams in the London, New York, San Francisco and Vancouver offices could together work to meet such demands.
The campaign racked up some of WIREWAX’s best performance. Over the course of the campaign there were 1.7 million views, 500,000 Facebook messages sent, hundreds of thousands of video clips consumed and millions of interactions taking place with a record number of users hitting the screens on show launch day.
The campaign was a demonstration of a perfect harmony - a bold and inspired client, a unique subject, and a powerhouse of creative engineering from the team at WIREWAX.
Dan GarrawayProject Lead
Jennifer MahCreative Lead & Developer
Jose RegoHead of Development
Steve CallananUK Project Lead
Steve PoxsonCreative & Project Manager
Charlie PotterCreative Video
Darian ChornodolskyProject Manager