Sony Pictures Television

Winning By Getting In The Game

Challenge

A fan favorite with a talented cast and crew, when it comes to award recognition, Community had serious competition in the over-crowded half-hour comedy series category.

Insight

Building an Emmy┬« “For Your Consideration” (FYC) strategy for getting noticed and creating buzz during award campaign season is an effective way to build momentum for potential future nominations – and to keep a series that is “on the bubble” on the air.

Solution

We developed a multi-pronged approach embracing the unique and irreverent tone of the series, marrying public relations efforts to consistent, targeted marketing components including the dimensional mailer designed to resemble the series’ paper fortune open, print and digital ads and interstitials. We added a microsite and an animated short video voiced by Community’s show runner Dan Harmon, with a direct appeal to television academy voters (ATAS), strategically placed and tracked on key entertainment sites. Community was edged out of a nomination, but topped search engine lists for “most snubbed” television comedies – and remained on the air.

What we did

BRAND MESSAGING
CAMPAIGN STRATEGY
DIGITAL CAMPAIGN
PRINT CAMPAIGN
PACKAGING DESIGN
SOCIAL MEDIA OUTREACH
VIDEO CAMPAIGN