Project Details
- Campaign : BLACK MONDAY + FBE TEENS REACT
- Link : YouTube
- Network : SHOWTIME®
- Awards : Promax Comedy Multimedia Campaign
BLACK MONDAY + FBE Teens React
STRATEGY & EXECUTION
The new SHOWTIME® comedy Black Monday was packed full of wonderful ‘80s nostalgia and we tapped into the trend to help launch the show. To engage a younger, digitally savvy audience and help drive buzz for the new series we partnered up with top YouTube Influencer, FBE and their React channel, for a branded episode of their popular series, Do They Know It. The custom video focused on 1980’s tech and tested the millennial influencers to see if they knew the products featured in Black Monday.
From VCRs, brick like cell phones and various portable music players the reactors were presented with a barrage of items from the ‘80s that had them scratching their heads. This IRL throwback was a hilarious and seamless tactic that promoted Black Monday in an engaging and organic way.
RESULTS
The video proved successful and amassed 1.1 million views in just a few weeks and trended on YouTube for 3 days.
The channel also saw the video outperform their benchmarks by 5% for views and average view duration. Engagement was high, with lots of positive fan sentiment in the comments and we saw many click throughs to the link for the first episode. The industry also recognized our efforts, as this contributed to the Promax Award for Comedy Multimedia Campaign.