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FX looking for ‘edge seekers’ through brand campaign

MUMBAI: With a view to adding an edge to its image, Star India’s English GEC FX has launched a brand campaign that looks for the ‘edge seekers’.

Embodying the spirit of the campaign’s tagline ‘Edge of Entertainment’, the term ‘edge seekers’ has been coined to describe that section of society who prefer to live life on the edge. These men and women constantly defy the norms of everyday life, pushing their boundaries to experience the ‘new’ and ‘different’. Passion is the key for these young people and they derive pleasure from extremities, thrive on barbaric humour and are drawn to consuming content that is beyond the ordinary.

Shows like ‘Breaking Bad’, ‘Californication’, ‘Archer’, ‘Mad Men’ and ‘American Horror Story: Coven’ which are now the cornerstones of the FX schedule form part of their daily television diet. Having surpassed fierce competition, FX has amassed the highest viewership, crossing over other channels that primarily cater to male audiences.

To reinforce the brand ethos, FX has embarked on a journey to hunt and reach out to the edge seekers, in order to excite them and satisfy their thirst for thrill. Overall, the brand campaign is experimental and a trend-setting one, having been designed to interest and intrigue the premiere FX viewer.

All thrill enthusiasts get a chance to embark on an adrenaline-pumping adventure by participating in a Twitter contest, wherein they will need to have the maximum tweet hashtags like #WalterWhiteWould, #ImWalkingDeadWhen and #MyMadMenMoment specially created by FX. Winners of the contest will get a chance to experience sky diving in Dubai, along with a return air fare. While a cross-platform promotion for this contest is due to begin in the coming week, the channel has already launched its 360-degree mega campaign to strengthen its bond with these edge seekers

The campaign aims to help viewers re-live their best moments from the ultimate FX entertainment. The promos are being cross-promoted on air across Star World SD and HD, Fox Crime, Star Movies SD and HD, National Geographic, Fox Life, Channel V, Star Sports 1, Star Sports 2, Star Sports 4, Channel V and Star Gold.

On the outdoor front, FX has put up hoardings in Mumbai and Delhi. In Delhi, the brand is also advertising along the metro line, in addition to other innovative outdoor installations at various high-traffic sites.

Five Jet Airways aircraft will be specially branded for two weeks from 4 to 18 August.

To strengthen its connect with media agencies and clients, FX has especially designed activations for this section of audiences. An innovative step in this direction has been its agency branding initiative, wherein important and popular areas of an agency will be FX branded. This section of consumers will also be engaged with a contest titled ‘Thrill-A-Thon’, wherein they will be led to a Facebook app and when instructed, will need to answer five multiple-choice questions based on their favourite FX shows. Winners will be awarded PSPs to bring out their inner gaming geeks.