Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Fox Networks Group has won a total of ten gold, nine silver and six bronze awards for outstanding achievements in marketing communications at an international award ceremony PromaxBDA Global Excellence Awards in Los Angeles, USA.
For the first time among the winning campaigns there was one in which Croatia also participated, the Outcast Mural Art Stunt, held in late May early June 2016, just before the global premiere of the first season of the series “Outcast” on FOX channel. The campaign has received two gold awards for best use of social media to promote a program or a series and stunt promotional package, two silver awards in the categories Best experimental or stunt promotion of a consumer event and Content for digital promotion, as well as bronze award in the category Using VR or 360 camera. These are the most important global awards for outstanding achievements in marketing entertainment content on all screens – on air, online and on the move. The PromaxBDA Global Excellence Awards set the standard for worldwide media marketing industry.
“It’s a great honor for us that our teams and the cities of Sofia and Zagreb were part of the most awarded project this year at the international award ceremony PromaxBDA Global Excellence Awards in Los Angeles,” said Milena Filcheva, FNG Marketing & PR Director Balkans.
Marketing project “Outcast Mural Art Stunt” united 12 cities around the world – Berlin, Istanbul, Jakarta, Kuala Lumpur, London, Manila, Singapore, Sofia, Stockholm, Sydney, Zagreb and Naples. It was launched on 28 May 2016 at the MCM London Comic Con. Within a week, graffiti were appearing one after another in towns that participated in the campaign. They were painted live by the best local graffiti artists. The concept of the campaign was that a scene from the series “Outcast” comes to life in the real urban environment. Graffiti artists interpreted the original drawings by Paul Azaceta, one of the authors of the comic book “Outcast” on which the series is based. Graffiti were revealed one after the other on a dedicated digital platform www.outcastart.tv. Fans around the world followed the story through photo and video material from each location, which were uploaded to the platform or were shared on social media with the hashtag #outcastart.
In early June last year the Outcast Art event was held in Zagreb Student Center, a unique global project of FOX Network Group within which murals with scenes from the series were painted worldwide. Mural painting lasted two full days, and the ‘Zagreb scene’ was painted by the famous graffiti and street artist Slaven Kosanovic Lunar, who gave the image his distinctive tones. With the painting of this mural, Slaven stood alongside the world’s greatest graffiti artists involved in the project, visual artists and designers such as: Innerfields, TeamManila, Graffitsthlm and Aroe, and received the support of many citizens of Zagreb.
You can watch the short film about the murals that were part of the Outcast Mural Art Stunt, among which was Zagreb, below:
Series “Outcast” had its exclusive premiere on Facebook on 20 May, simultaneously in 61 countries. It was the first time that a television network and Facebook broadcasted such long video material live.
Premiere of “Outcast” attracted 26 million viewers on FOX outside the US, and has achieved the highest overall ratings of individual episodes in the history of the Fox Group. Social media and online broadcasting allowed free viewing of the entire first episode two weeks before the linear premiere of the series on Facebook, YouTube and via FOX Play streaming service, and has attracted a total of 18.7 million viewers. Consolidated viewership in Europe accounted for 11.2 million viewers, and thus set new standards of performance in several countries.