To drive engagement and inspire conversation around its popular TV show, ‘When Calls The Heart’, Hallmark Channel has created a wedding guest book for fans and followers to share their best wishes to the show’s newly wed couple.
MARKETING CAMPAIGN OBJECTIVES
- Bring viewers together throughout the airing of the hit TV show ‘When Calls The Heart’
- Inspire the creation of customizable and shareable content to maximize social reach
- Capture valuable audience data that can be reused in future marketing promotions
PERSONALIZED GUEST BOOK SOLUTION
With so much conversation and excitement surrounding Hallmark Channel’s wedding of the year, Hallmark Channel is bringing fans of ‘When Calls The Heart’ together by publishing an interactive wedding guestbook to its website. Following their initial online wedding invitation, Hallmark Channel is now bringing fans together to share their congratulations to the show’s happy couple, Jack and Elizabeth Thornton.
Designed in a beautiful script-style guestbook, fans can get involved by writing their own personalized notes in the field provided to congratulate the newly wed characters. To submit their note, participants are required to complete a few personal details, including their name and email address, and can also opt-in to receive the latest news and offers from Hallmark Channel via email. These details not only enable Hallmark Channel to pinpoint their viewers and audience base, but provide valuable details that can later be reused in future marketing promotions.
Upon submission, fans can view their final entry, and can even share their personalized note with their friends through Twitter to maximize social reach. Website visitors can also browse the guestbook to see other well wishes, and can share the campaign to encourage others to get involved.
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