During the inaugural episode of The Real Housewives of Vancouver, aired on Slice, smak nestled three Closed Captions in-between collagen lips and catty comments to showcase their brand. The Closed Captions commented on the show’s content all while showing the importance for media agencies to develop program-relevant messaging whenever feasible.
Smak predicted that audience ratings would far surpass network estimates, and therefore many of the advertised brands could do a better job aligning with the program environment. Smak’s Closed Captions promoted their brand authenticity and stance on real world media against the “augmented reality” of The Real Housewives of Vancouver.
The results surpassed expectations. Real Housewives of Vancouver was the highest-ever program premiere on the network for Adults 25-54.