IGN Select Awards
This is Democracy Manifest
In partnership with Binge, we revived IGN Australia's very own audience-driven event, the Select Awards.
These were the first ones held since 2019, a couple hundred of fans, media personalities and influencers alike gathered to celebrate best in film, TV and video games for 2021—all voted for by the IGN AU fanbase.
The preliminary call-out for the chance to attend the show began on social media. We incentivised people to vote by offering them not only the chance to come to the coveted awards but also win a Binge subscription ahead of the debut of the highly anticipated series, The Last of Us.
In a comprehensive omnichannel strategy, we targeted IGN & Binge followers and those adjacent on social media. Additional high-impact display was deployed across the IGN owned and operated network where we reach +1m unique users per month.
Because of our efforts to get as many eyeballs as possible on the event, our partnership with Binge and a very alluring incentive, it came as no surprise that we saw record attendance for an activation of this scope.
Binge reported a sizeable uptick of subscribers during the campaign period and attributed a lot of that growth to our initiatives per the tracking URLs and other measures we implemented.
200k+ combined views on the IGN promoted The Last of Us launch trailer and Select Awards wrap video
500k+ impressions across the entire campaign