HOW SIX TRANSFORMED EVERYDAY MINUTIAE INTO MILITARY MISSIONS
Marketing Campaign
THE 1st-EVER STUNT TO HELP FANS SEE THROUGH THE EYES OF NAVY SEALS
In combat, the SEAL Teams of History Channel's SIX use every tactical advantage at the military's disposal. In teaming up with History, Armed Mind just got as tactical, tapping into one of the most iconic pieces of equipment SEAL teams deploy with—their nightvision goggles. Our mission: to help everyone see like a SEAL.
As an all-new scripted series, SIX had to connect with and build an entirely new audience, leaving our campaign with two main objectives:
- 1) Create awareness for the series amongst fans of history, military enthusiasts, and the mass
- 2) Activate by connecting authentically to the show’s content, while attracting new audiences through user-generated content
Bringing nightvision to life, our digital activation turned iPhones, Androids, and desktop webcams into bona fide SEAL team nightvision goggles, ultimately helping draw 2.6 million viewers to the show’s premiere.
Client History Channel
Project SIX Night Vision Activation and Video
What We Did
- Website Design
- Digital Activation
- Social Content
BOTTOM-UP INTERACTIVE SITE
Rather than an app, we designed and deployed the interactive nightvision site as a website, maximizing reach and our tactical advantage worldwide. The system worked on mobile and tablet, with Android and iPhones boasting their own user experiences, maximizing each platform's API and technology.
A SPEEDY EXFIL
Conversion had to be as swift as any military op. What came in as "regular video" departed soon after in silhouetted, scan-lined nightvision, complete with the iconic "green" tinge that fans recognized as authentic.
DEPLOYMENT OF SHAREABLE CONTENT
After their creations were outputted, users were encouraged to share their videos and photos to friends on social, expanding the reach of our efforts. On first visits, users were shown a short promo trailer for the show; afterwards, on return visits, they could bypass the ad and dive right in.
TV SPOT
To further raise awareness for the activation and the show, a :30 TV promo aired on History Channel ahead of the show's premiere, generating traffic toward the site experience.
LIVE ACTIVATION
In addition to the TV spot, social posts, and organic re-posts by other shows on the AE network, the nightvision site launched in concert with a real-life "nightivision experience" at CES, which let press and fans don bona fide NVGs before they headed to the site to use our virtual ones.
MISSION: ACCOMPLISHED
Channeling the show’s content with an engaging, turnkey web app, the Six Nightvision Goggles digital activation helped Six open to 2.6MM viewers, and supported sustained conversation beyond the premiere.
- 2.6+ MILLION Viewers Tuned Into Episode #1
- 50+ THOUSAND Unique Users
- 4+ THOUSAND Nightvision Assets Created by Users
