ABC
For years, network TV shows have been marketed the same way. A few months before the shows air, broadly targeted promotions hit the airwaves, and everyone sits back and waits for the ratings to roll in. ABC and Wieden + Kennedy wanted to get more sophisticated about this process, and saw the potential to generate early buzz through the influencer target. True Stories was brought on to conduct an innovative research project targeting media influencers, leveraging traditional ethnography, participant-generated video blogs, and a Web portal for ABC and W+K executives to immerse in the lives of this vital target audience. This is an overview of part of the ethnography work. To see the site, contact us.
Vitamin Water
T.A.G. needed to better understand how young people today relate to health, fitness, and body image to inform their Vitamin Water 10 new business pitch. True Stories designed and executed a research project that combined traditional ethnography with respondent-generated content.
ESPN: Monday Night Football
As Monday Night Football entered it's fifth year on ESPN, they needed to make sure they had the right strategy to inform all of their communications, from advertising to promotions to sales. True Stories conducted ethnographies with fourteen hardcore football fans around the country, gave them their own cameras to add footage from their own lives, and immersed in Monday Night Football culture for four months to produce this series of films chock full of insights pointing the way forward.
