FX Networks partnered with AMI to promote the new TV series "The Strain" through a multi-faceted airport marketing campaign. The campaign involved handing out branded eye masks and shopping bags to travelers at airports in 5 major cities, as well as displaying creative advertisements on digital screens, in order to educate travelers on the series premiere and create awareness. Over 250,000 bags and 100,000 eye masks were successfully distributed, and digital screens in 30 stores helped make the premier a huge success for FX Networks.

1. Airport Sponsorship Program
Case Study
FX Networks

2. FX Networks & AMI
Program Launch
Situation
FX Networks primary goal was to promote and create awareness for their new series, The Strain, in key airport markets across the country.
Tactics
AMI worked closely with the FX team to formulate a high impact sampling and awareness program that aligned with FX’s objectives. It was decided that FX
would activate a multi-faceted program within Hudson News airport retail stores in 5 different US markets – New York, Chicago, Los Angeles, San Francisco and
Dallas. During their 1 month program, FX placed an emphasis on educating travelers on the series premiere. They achieved this by handing customers branded
“Strain” eye masks in 2 airports (JFK & LAX) to be used on the plane or in their home. In addition, highly visible branded “Strain” shopping bags were used to
capture the eyes of hundreds of thousands in 3 markets (ORD, SFO, DFW). To round out the campaign, the “Strain” creative was displayed across digital plasma
screens within airport retail locations in all 5 markets.
Results
FX was completely thrilled with the campaign and "The Strain," is one of the biggest initial hits in the network's history. A total of 250,000 branded bags and
100,000 branded eye masks were successfully distributed to travelers across the 5 identified markets. A total of 30 digital screens in 30 retail stores displayed
Strain creative to help make this premier an overwhelming success.