The Strategy
The Challenge
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10.8M Total Impressions | 1.41M Video Views | 18K Zebco Site Visitors | 625K Social Reach
Zebco teamed up with Wide Open Media to
extend their reach towards a larger audience of music and outdoors oriented personalities.
SIG SAUER wanted to drive awareness of Elite Hunter Tipped Ammo and boost their overall web traffic with purchase intent.
Objective
Key Results
When you go and write a song, you’re not gonna
have the hit song idea right off the bat, and you’re not gonna catch the big fish right off the bat.
Wide Open Media launched a campaign with display advertising and native content to attract the millions of loyal Wide Open Media readers and boost awareness.
SIG SAUER launched 3 desktop takeovers on Wide Open Spaces, Wide Open Media, and The Truth About Guns resulting in a total of:
• 693,115 Impressions
• 12,048 Clicks
• 1.76% Average CTR
Desktop
Wide Open Media distributed a video for SIG SAUER promoting their new ammunition and firearms line providing them with 200,002 impressions.
Video
- CB30
2,130,282 Impressions | 290,497 Video Plays | 3,866 Clicks
Case Study
Although Zebco is one of the leading fishing brands in the United States, they needed to broaden their audience horizons to reach new consumers and re-engage traditionalists. How can they bust through both ceilings at once?
The Idea
On The Water” was the fundamental concept for this campaign: the core belief that going out on the water and fishing is for anybody. Sponsored by Zebco, up-and-coming musicians hit the
water with rod in hand to talk with us.
The Execution
With help from Zebco, Wide Open Media met up with rising country artists out on the water where they talked about their careers, the impact of fishing on their lives and creative process, and what excites them about the water.
On The Water” Video Series
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Fishing is like songwriting in a
sense that it's worth the time… it’s a way of
connecting with yourself.
2,016,188 Impressions | 268,017 Video Plays | 3,036 Clicks
- Sam Riggs
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When you come up with something or
you catch something that you always wanted, it’s
absolutely incredible
2,229,529 Impressions | 285,622 Video Plays | 2,457 Clicks
- Rob Baird
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"When you fish you connect to something,
and when you play music… we’re totally connected
to that. That’s why we do it
1,958,086 Impressions | 305,457 Video Plays | 5,058 Clicks
- Statesboro Revue
Native Content
Wide Open Media’s editorial staff created an original story with each video in the series and distributed the narratives to Wide Open Spaces
and Wide Open Country. These articles received:
o 1,600,004 Impressions
o 20,300 Video Plays
Desktop
Zebco leveraged Wide Open Media to develop 5 unique jumbo headers for distribution across Wide Open Spaces, Wide Open Country, and
Wide Open Roads that ended with:
o 700,001 Impressions
Mobile
The mobile Interscroller placement was utilized for every video launch on WOS, WOC, and WOR and performed well with 1,000,018 Impressions, 1,613 Video Plays, and 6,778 Clicks
Social
To further views and engagement, all videos from the series were also posted on the Wide Open Spaces and Wide Open County Facebook and Instagram pages.
This resulted in a combined total of 627,633
Impressions and 260,891 Video Plays.
Video
In order to distribute all videos in mid-desktop music and outdoors content, the outstream placement was leveraged on WOC and WOS
o 716,573 Video Plays
Mailer
Banner ads were placed in the Wide Open Spaces and Wide Open Country daily mailers to land directly in the inbox of 350,000+ music and outdoors oriented fans.
o 6,030,176 Impressions
The Success
The highly successful “On The Water” campaign landed 10M+ Brand Impressions for Zebco and ended with a 60% over delivery from
Wide Open Media.
SCROLL
DOWN
The “On The Water” campaign earned over
10 million impressions, placing Zebco in front of the most avid and digitally engaged anglers in the US.
10.8M Total Impressions | 1.41M Video Views | 18K Zebco Site Visitors | 625K Social Reach
10.8M Total Impressions
18K Zebco Site Visitors