Turning a $150K Billboard into $2M in Earned Media

Background

To launch Parco P.I., CourtTV needed a breakthrough campaign that would cut through the clutter and drive tune-in for a new investigative series.

Strategy

Research showed that the vast majority of the show's cases centered on infidelity. I saw an opportunity to blur the line between advertising and reality by creating a seemingly authentic billboard from a woman publicly exposing her cheating husband.

The campaign expanded beyond the billboard into an integrated experience spanning PR, social media, video, guerrilla marketing, and live stunts—fueling widespread speculation before audiences realized it was all part of the show's launch.

Results

• Generated $2M+ in earned media from a $150K media investment

• Earned national press coverage across television, radio, print, and digital

• Won the Cannes Gold Lion and multiple industry awards

• Became one of CourtTV's most recognized marketing campaigns

I came up with the idea for a billboard that went viral and turned into a major marketing moment.

With the a nominal $150k media spend for 12 billboards across the country, we netted over $2M in added media exposure.

Ryan Seacrest, New York Times, and news outlets across the Country covered the story (arguably more as this Billboard is still going viral to this day).

Launch week results include:

• 2,037,900 blog page views

• Over 1,600 emails sent to "Emily"

• 7th most viewed video on YouTube

Campaign Accolades:
• 2007 Cannes Promo Gold Lion: Best Integrated Promotional Campaign
• 2007 Globes: Bronze, Best Integrated Campaign (only U.S. winning campaign)
• 2007 PROMO Award: Gold, Best Multi-Discipline Campaign & Best Concept
• 2007 CTAM Mark Award: Silver
• 2006 Regional ADDY: Silver
• 2006 Winner Internet Advertising Competition
• 2006 Reggie: Silver
• 2006 Myers Media Innovation and Creativity Award
• 2006 OMMA Award: Best Viral Campaign

Credits under my maiden name: Amy Mirwald, Creative Director/Copywriter

Tease Billboard