• by admin , December 9, 2011

To help client CW Television Network breakthrough the promotional clutter surrounding the launch of new TV series last fall, OMD came up with an innovative used of new magazine publishing technology that would literally ignite the imaginations of readers and prospective watchers of The Secret Circle, a new series about a group of teenage witches, whose power grows when they come together. To grab the attention of the target audience of women 18-34, the agency concocted a supernatural idea that used cutting-edge technology enabling magazine readers to interact with a special insert by magically lighting candles and then blowing them out on the printed surface. The ad, which featured four different technologies – audio, lights, and the first-ever use of touch-sensitive electrical control pads, as well as a wind sensor – created the illusion. The Witchcraft insert debuted in Entertainment Weekly’s 2011 Fall TV Preview Special Issue. The innovative use of technology grabbed headlines in trade press and spiked chatter online via blogs and social media, and The Secret Circle successfully opened with 3 million viewers.