MOUNTAIN DEW
CHALLENGE: 
​Generate fan engagement and awareness of Mountain Dew’s high-energy brand among the elusive millennial male 18-34 target.  
SOLUTION: 
Four best friends from Staten Island! We teamed up with truTV's #1 show Impractical Jokers for a year-long partnership featuring premium branded content flavored with bold, audacious personality, placing Dew at the center of it all!
RESULTS: 
  • 40M impressions across linear, digital, social, mobile, event
  • +200% over-delivery on content video views
  • +45% consumer intent to purchase Dew

BIORE
CHALLENGE:
Drive social engagement with Biore's female 18-24 target during the I Heart Radio Music Awards.

SOLUTION:

We developed a targeted branded content campaign featuring beauty/style hack expert (and truTV star) Brooke Van Poppelen.  

RESULTS: 

  • 62% over-delivery on video views among beauty product purchasers

  • 13M social impressions across campaign 

WARNER BROTHERS
CHALLENGE:
Urge fans to the box office for opening weekend of Warner Brothers' tent-pole movie event SHAZAM!
SOLUTION:

We organically integrated movie star Zachary Levi within the camaraderie of the Impractical Jokers, surprising and delighting fans during a meet and greet.  Content was shared on linear, digital and social platforms leading up to the movie release. 

RESULTS: 

  • 96% positive social media sentiment on FB, IG & YT 

  • $55M domestic box office opening weekend

SAN DIEGO COMIC-CON
CHALLENGE:
Stand out from the noise at San Diego Comic Con! Create a compelling fan activation (OUTSIDE of the highly trafficked Convention Center) that authentically drives sponsor sampling and interaction.  
SOLUTION:

We activated the Jokers Block Party at Petco Park: a sight, sound and motion event with a sponsored VR activation, contextual games, branded premiums, a live web show streaming across the nation, and an epic meet and greet for fans, who obviously cooled off with Mountain Dew!

RESULTS: 

  • 26M social impressions

  • 35K PepsiCo products sampled among rabid fans

  • 1M live web show views 

WARNER BROTHERS
CHALLENGE:
Shoot compelling movie content for Rampage, given a short window of production time with talent and crew. 
SOLUTION:

We tailored our comedic concept to fit a wide range of network brands, and featured action shots of who else...Dwayne THE ROCK Johnson!

RESULTS: 

  • 20M video views across platforms

  • $36M domestic box office opening weekend 

CLOROX • SHERWIN WILLIAMS
• PAPER & PACKAGING 
CHALLENGE:
Drive brand awareness for a variety of client categories, each with distinct brand messages, with limited production resources. 
SOLUTION:

We developed engaging, cost-effective stop-motion animated content and shared it across social media platforms. 

RESULTS: 

  • 70% increase in client digital & social media spend YOY

GEICO
CHALLENGE:
Develop a first-to-market promotional partnership that drives awareness of GEICO’s humorous and playful brand.
SOLUTION:

FANARCHY! We built a nine-week long, integrated marketing partnership spanning across linear, digital and social platforms, culminating with fans voting on the outcome of a live show. 

RESULTS: 

  • 42M social impressions

  • 3000 User-generated content video submissions 

  • 1M live viewers watching 4 Impractical Jokers walking the tight rope high above NYC!

SAILOR JERRY •  HENNESSY
CHALLENGE:
Engage fans during their favorite shows to drive awareness of niche alcohol brands.  
SOLUTION:

Tattoos and sports! We spoke to fan passions with authentic branded content featuring rock musician Jesse Dupree and basketball legend Shaquille O'Neal.  

 

RESULTS: 

  • Solidified two new business partners for network through added value content.  

APTS.COM • METRO PCS • XFINITY
CHALLENGE:
Drive brand awareness and highlight technical features of different telecom and service brands, while remaining true to truTV's comedic voice.  
SOLUTION:

Let the creators create! We worked with truTV talent to put their own comedic spin on concepts, which led to organic branded content that engaged fans and exceeded client expectations. 

RESULTS: 

  • $10M in new business revenue leading to a multi-year branded content partnership. 

UNIVERSAL
CHALLENGE:
Engage consumers during key vacation timing with iconic travel and entertainment brands Universal Orlando Resort and Universal Studios Hollywood. 
SOLUTION:

A playground for a hit TV show! Universal was the perfect environment for the Impractical Jokers. We developed and executed a three-year multi-platform partnership designed for targeted reach across linear, digital, social, and live events. Shooting an entire episode at the theme park was the highlight of the partnership (not to mention the most fun for the Jokers)!

 

RESULTS: 

  • 30M+ impressions each year 

  • 47% of 17M social video views were male 25-34 demo target

  • 84% positive social sentiment on branded content

 

2020

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by Mandy Wong.

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