Speed’s “Bullrun” gets multimedia campaign


Media Storm LLC (www.mediastorm.biz), a strategic media agency, has developed a new multi-platform media campaign for the premiere of “Bullrun,” an action-packed reality series that debuted yesterday on Speed Network.  The effort includes cable, radio and online.

Hosted by actor/pro wrestling icon Bill Goldberg, Bullrun pits 12 two-person teams against each other in a 4,000-mile road rally for bragging rights (and plenty of cash!).  The marketing campaign will target SPEED’s core M18-49 and A18-49 audience by way of targeted television, radio and online media buys aimed at delivering over 110MM impressions. 

“Bullrun provides the action and adrenaline rush that the SPEED audience craves, and we have put together a strategic, multi-media campaign that will hit males 18-49 where they live, and drive awareness of and tune-in for the series,” said Craig Woerz, co-founder and managing director of Media Storm.  “This campaign is just the latest in our long-term relationship with the cable network, and we look forward to continuing our success together.” 

Through independent research, Media Storm has seen that M18-49 can be engaged and will try new content, but that certain media mixes and thresholds need to be met.  The Speed campaign gives the agency the opportunity to use this information – along with data from other Speed campaigns – in order to pinpoint where and how to best reach each male viewer. 

Highlights of the campaign and its multiple touch-points, include:

TV: Network Cable (Spike, Comedy Central, ESPN/ESPN2), DBS (male, sports and adult clusters), Spot (33 local markets, selected based on Media Storm’s strategic analysis), interactive program guides (Comcast and TV Guide Network) and video-on-demand promotion; Radio: Sirius XM & Spot (ESPN Radio, NASCAR Radio, Sports Central, Mad Dog Radio, classic rock, alternative and sports stations); and Online:  Viral marketing, homepage takeovers, custom skins, roadblocks, video integration, etc. Sites being targeted include WWE.com, Maxim.com, Crave online, Drive PM, Gorilla Nation, Streetfire.net, VEOH.com, Crackle.com, Metacafe.com and others). 

Media Storm is handling all media for this campaign, working in conjunction with creative agency Perception and digital agency Incognito.