A&E Markets Shows Through Games

Traditionally, cable television network A&E were known for showing artful drama movies and the series Biography. Recently they have added a list of reality-based shows that have helped them draw in a new, younger audience. With shows such as Criss Angel Mindfreak, Gene Simmons’ Family Jewels, The Two Coreys, and Parking Wars, A&E have also tapped into a new marketing venue, particularly with the latter two series. To briefly touch on the bases of these shows, Mindfreak centers on magician and illusionist Criss Angel, while Family Jewels chronicles the crazy and unexpected happenings in the life of KISS superstar Gene Simmons and his family. The Two Coreys follows former child actors Corey Haim and Corey Feldman as they struggle to maintain their once inseparable friendship. Parking Wars is a behind-the-scenes glimpse into the daily life of the Philadelphia Parking Authority as they “manage the chaos that is every driver’s greatest nightmare… parking!”

On their web site, A&E has launched interactive games to promote their shows. This is something they may have taken from their Gen Y targeted counterparts, VH1 and MTV. By engaging the online community, which is largely made up of members of Generation Y, A&E can capture the attention of this market segment in an effort to attract viewers. Corey vs. Corey (the game for The Two Coreys) is exactly what it sounds like – Corey Haim fighting Corey Feldman. Users can choose which Corey they want to play as, and by winning rounds in this fighting match they can add special skills like the Dirty Sock Slap or the Dreamt of Success Smackdown. The web site game for Parking Wars is called Parking Warrior and challenges users to maneuver through traffic to park in available spaces while avoiding the parking authorities and tow trucks.



In addition to the website games, two of A&E’s shows also have games and communities as Facebook applications, which further extends their reach into the target market for these shows. Corey vs. Corey has a Facebook app where friends can compare their scores and vote for their favorite of the two Coreys. Parking Wars has a Facebook app game, which differs from the web site version. Friends can park on each other’s streets to earn money and give out parking violation tickets to those parked illegally. The Parking Wars game has become especially competitive within the office here at MindComet, spawning playful rivalries among co-workers. Badges are also awarded for different achievements, such as moving your cars 25 times without being ticketed or being the last of 5 cars to park illegally on a street. Personally, I had not planned on watching the series, but since becoming involved in the Facebook game, I am more inclined.



Ultimately, these games are a scalable way for A&E to capture and maintain viewers in a venue other than the TV screen.