Oscars
Portfolio
2019
Project Overview
I created a time-sensitive email campaign for the Oscars broadcast that delivered personalized content to viewers across multiple time zones. The project focused on custom development of dynamic elements, strategic audience segmentation, and precision-timed delivery to maximize live viewership engagement.
The Problem
The network needed to increase live viewership for their Oscars broadcast across different regions. The challenge was creating urgency for a global audience while ensuring relevance for viewers in various time zones. Previous campaigns had used static content with generic timing information, causing confusion for viewers and missing opportunities to drive tune-in at the optimal moment for each recipient's location.
The Solution
I developed a technically sophisticated approach to solve the time zone challenge:
Custom Dynamic Programming: Hand-coded a countdown clock feature that automatically adjusted to each recipient's local time zone, creating personalized urgency that accurately reflected when the broadcast would begin for them.
Geographic Audience Segmentation: Created audience segments based on time zone data to ensure messaging relevance and allow for customized content that reflected regional viewing options.
Time-Optimized Delivery Strategy: Designed a delivery schedule that prioritized sending based on broadcast timing in each region, ensuring emails arrived at the ideal moment to influence viewing decisions.
Technical Testing Protocol: Implemented rigorous testing across multiple email clients and devices to verify the countdown functionality worked correctly in all recipient scenarios.
