Channel 10 says its tactical marketing campaign for The Traitors Australia helped deliver the show’s biggest ever overnight launch audience.
The network says the new season doubled the audience of its previous launch and also delivered the show’s biggest ever streaming audience.
For Channel 10, the result is an important early marker for the refreshed season. The campaign was built across broadcast, digital, social, outdoor, radio and experiential activity, with 10 also using early access on 10 Streaming and YouTube to bring franchise fans into the launch before the broadcast premiere.
A Multi-Platform Push
The campaign promoted international versions of The Traitors to Australian fans of the franchise before the new local season arrived.
Channel 10 says the launch also used first-party data, paid activation and a cast with a combined social following of more than 3.8 million. The digital and social campaign delivered more than 10 million impressions.
Creative elements included a custom playable mobile ad styled around match-and-puzzle games, placing fans into Traitors-themed gameplay inside popular mobile games.
Bringing The Game Into The Real World
Cloaked Traitors appeared in major cities, with promo staff handing out branded silver bar chocolates inspired by the show’s in-game currency.
A 360-degree video booth also let guests wear a cloak and reveal themselves as a Traitor in a personalised, shareable social moment.
Second-Screen Strategy
Channel 10 also launched a real-time second-screen activation synced to the live broadcast. The network says it is the first time any version of The Traitors globally has combined live-episode trivia with an in-world currency mechanic linked to a real cash prize draw.
The activation gave viewers a chance at $20,000 cash while encouraging use of the 10 Streaming app during the broadcast.
Andreana Walton, National Marketing Director – Broadcast & Digital, Paramount ANZ, said the campaign was designed to reflect the gameplay, strategy and surprise of The Traitors Australia, not only promote it.
THE TRAITORS AUSTRALIA continues Tuesdays and Wednesdays at 7.30pm on Channel 10 and 10 Streaming.
For more Channel 10 stories, visit TV Central’s Channel 10 section.
