Crystal Lake · Launch plan

Get them to the lake before Halloween.

All eight episodes of Peacock’s Friday the 13th prequel drop October 15, two weeks before Halloween. Four ways Viamedia turns spooky season into premiere-week tune-in, each built for $50K.

PremiereThu Oct 15

FlightOct 8 to Nov 1

Budget$50K per option

KPIAwareness, tune-in

Use the arrows or your keyboard to move. Most slides have controls you can click.

The big day

One drop date, one holiday, three phases.

Oct 15Drop week · heaviest weight

“All 8 episodes. Streaming now.”

What the research says

Horror fans are easy to find in October. Most plans look in the wrong place.

So for the plan

Spanish-language Attention+ versions run in the cells where Hispanic horror fans over-index.

Click any number to see what it changes in the plan.

How Viamedia finds them · Geo-intelligence

We can’t see what they watch. We can see where they are.

Signal layer: horror interest and Halloween visit signals across the US

Place layer: GeoGraph hexagon cells shaded by horror-fan density

Screen layer: highest-indexing cells in orange around major metros

Toggle each layer on the map. Map is illustrative, not campaign data.

How the Crystal Lake plan gets built

From brief to live in five steps.

Click a step. One audience, one set of creative and one read, so each step feeds the next.

WPP’s targeting ask

Every ask is feasible. Here’s how.

The ask	Feasible	How we deliver it
A18+	Yes	Demo targeting on every channel, with the LFID weighted toward 18 to 54.
Horror, true crime, drama, thriller	Yes	LFID from GeoGraph interest signals, genre-contextual CTV and YouTube, social interest targeting and true crime podcasts.
Tier 1 franchise fans	Yes	Horror and slasher fan segments layered on our horror LFID. Comscore DMA viewing and Parrot Analytics demand weight the markets.
Tier 2 casual horror and crime drama	Yes	Sci-fi, thriller, crime drama and procedural segments on the LFID, plus local linear and genre-contextual CTV.
Horror intent in the real world	Yes	Placer.ai visitor origins for Halloween stores, haunted attractions, horror showtimes and Halloween Horror Nights.

Peacock and NBCU-owned networks are excluded from paid media. Competing streamers included per category acceptance. Tier 1 comps: Friday the 13th, Halloween, Scream, IT, Final Destination, FNAF. Tier 2: Stranger Things, Yellowjackets, NCIS, Tracker, The Rookie.

Four options · $50K each

Four plans. One map.

Net national CPMs. Social, linear and YouTube lines are estimates. Option imagery is AI-generated concept art.

Side by side

Pick the job. The plan follows.

	A · Superfan	B · Haunt the Map	C · Linear Legacy	D · Scroll
Audience	Tier 1 fans, 18 to 44	Halloween-active, 18 to 54	Tier 2, 35 to 64	Horror fans, 18 to 54
Lead channels	CTV, YouTube, social	CTV, mobile, DOOH	Linear, CTV, audio	Display, Attention+ video
Frequency cap	3 per week, across screens	3 per week, across screens	3 per week, plus linear	4 per week
Best at	Precision on day-one fans	Real-world intent	Reach streaming misses	Most reach per dollar

Attention+ Mobile

A story ad that knows where you just were.

Crystal Lake key art: Mommy’s here, new series Oct 15

06D · 14H · 32M · 10S

Just left the haunt?

Crystal Lake

All 8 episodes. Streaming now.

Tap to stream

Watch by Oct 31

Start tonight

Crystal Lake

Los 8 episodios. Ya disponibles.

Toca para ver

Click a version above or a feature here. Show imagery © NBCUniversal / Peacock, used for this proposal.

Attention+ Mobile · Targeting

Who sees it, and when.

Visitor origins

Neighborhoods that send visitors to Spirit Halloween, haunts and horror showtimes get the “just left” line.

Near the venue

Mobile next to DOOH around showtimes and Halloween retail on Binge weekends.

Evenings and weekends

Weight shifts toward the hours binge sessions start, peaking Halloween weekend.

In Spanish

Spanish creative where Hispanic horror fans over-index (+23% vs. the average consumer).

In Option B

$12,000

1.5M impressions at an $8 CPM

What we read

Taps to the title page and sign-up (site pixel)
Countdown vs. “Streaming now”
English vs. Spanish

Placer.ai visitor origins are aggregated to neighborhoods. No device IDs.

Attention+ CTV

A countdown on the big screen.

Squeezeback · Tease

Peacock Original

Crystal Lake

06D

14H

32M

until all 8 episodes

Scan to watch

All 8 episodes. October 15.

Rage is a mother.

Tease · Oct 8 to 14

NBCU’s trailer plays, then squeezes back. The L-bar counts down to October 15.

Runs on CTV RON in Options A, B and C at $17.33 + $2 Attention+. In Option C the same countdown and QR also go on taggable cable spots. QR is a placeholder.

Attention+ · Plan rates

What it costs, and what we learn.

Product	Net CPM	Used in
Attention+ Mobile	$8.00	B
Attention+ video, mobile and web	$8.00	D
CTV RON + Attention+ CTV	$19.33	A, B, C
OLV	$12.00	A
Display / custom list	$4.50 / $4.00	D
DOOH	$13.33	B
Streaming audio / podcasts	$10.67 / $33.33	A, C

Variant reads

Countdown vs. “Streaming now”
English vs. Spanish
CTV QR scans vs. mobile taps

Optional idea

A weather trigger for Halloween weekend: if it rains in a plan DMA, the ad switches to “Stay in. Finish Crystal Lake.” Try it on the CTV slide.

Net national CPMs for this plan. Monthly minimums apply per line.

What you’ll see during the flight

One view of Crystal Lake, updated weekly.

Sample data · shows the layout, not results

Shown for Option B as of October 25, midway through the flight. Every line, screen and creative version reports into the same view.

Working alongside WPP Media

Your models find the audience. We add the place.

WPP Open Intelligence brings

AI models of how audiences engage with brands and content
Behavioral and commercial data across 75 markets
NBCU’s first-party data and WPP’s planning tools

Viamedia adds for Crystal Lake

Placer.ai visits to Halloween stores, haunts and showtimes, traced to the neighborhoods they came from
Local cable bought market by market, for the 35 to 64 fans streaming plans miss
Attention+ versions of NBCU’s trailer: countdown, QR, tap-to-stream, Spanish
One GeoGraph map that every screen buys against

Both work without IDs. WPP keeps planning in its own tools; Viamedia supplies the place layer, the local inventory and the creative.

Our recommendation

Lead with Haunt the Map. Then build your blend.

A · Superfan SignalLFID precision35%

B · Haunt the MapRecommended lead40%

C · Linear LegacyGen X layer25%

D · Everywhere They ScrollReach booster0%

Est. impressions3.4M

Blended CPM$14.67

Big-screen share48%

Video views~11K

B is the plan no other partner can build: Placer.ai and the GeoGraph on a real title, tied to Halloween Horror Nights, an NBCU property. A adds precision for premiere week, C the linear Gen X layer. Slide D in when raw reach matters most.

Shares are scaled to the $50K total. Estimates use each option’s plan rates; C uses the midpoint of its linear range.

Next steps

From pick to countdown.

This week

WPP picks an option or the blend.

T-minus 3 weeks

Viamedia delivers the audience readout and DMA list.

T-minus 1 week

Mobile and CTV versions built from the trailer in Attention+.

October 8

The countdown starts.

Daniel Dreyfus · Viamedia.ai · Mock plan for WPP Media · NBCUniversal

Crystal Lake · Viamedia GeoGraph

Thank you.

We’d love to put Crystal Lake on the map with you. Pick an option, or build your blend, and we’ll come back with the audience readout and DMA list. Everything we learn stays on the map.

FromDaniel Dreyfus

CompanyViamedia.ai

ForWPP Media · NBCU

Research sources are cited on each slide. Show imagery © NBCUniversal / Peacock. Cover and option imagery is AI-generated. Rates are estimates for this mock plan.