Position Impact Winter Season 2 as a must-hear event—building anticipation and deepening audience engagement. The goal: maximize listening and sampling by driving traffic to the Impact Winter franchise landing page, where both new and returning fans can seamlessly enter its world. Through smart targeting and strategic storytelling, we’ll fuel curiosity, spark conversation, and convert passive interest into active listening.
This campaign was designed as a discovery, unfolding like an investigative report rather than traditional marketing. By presenting Impact Winter as a real event—through science, survival stories, and an LA Times false cover wrap—the campaign blurred fiction and reality, making the LA Times a participant rather than just a platform.
A two-minute animated video framed Impact Winter as a catastrophic event, combining scientific realism with survivor accounts to create urgency and emotional stakes. A high-impact building projection at LA Times headquarters further immersed audiences, transforming the campaign into a physical experience that couldn’t be ignored.
The campaign translated engagement into direct action, driving audiences to Audible’s landing page.
