Ding-dong! You've got mail! To generate buzz and awareness for FOX's fall premiere week, Roadwerx ideated, produced, and delivered the FOX First-Class Premiere program to 50 major affiliate networks nationwide. As an engaging on-air tool, the program was designed to assist morning show anchors to segue into discussing the upcoming night's premieres. Each morning of premiere week one or two parcels were "delivered" to a custom, FOX-branded mailbox setpiece for the anchor to retrieve and open on-air. With detailed instructions for each piece, the anchors were prepped and encouraged to narrate everything to the audience, from the outside envelope or tag, including the return address, through the opening of each piece. Each parcel was interactive and directly tied in with the FOX program it was promoting. There were intricate 3D popup cards, mailers with embedded video, and magic morphing pictures. There were a couple of small gift boxes with exploding 3D popup cubes as well as a confetti-bomb gift box that erupted with flying windup butterflies. Each parcel was opened separately which was followed by talking points and the latest trailer. The program was touted as a huge success citing marked increases in viewership compared with affiliate networks that did not run the program.
