Thomas McKeever // Creative Strategist
Angie Tribeca Binge-a-Thon // TBS
To kick off the network's move from syndicated shows to original content, TBS selected the police satire Angie Tribeca as it's leading show. To create buzz, they decided to premiere the entire first season in a 25-hour-commercial-free binge session, dubbed “The Binge-a-Thon”.
On social, we devised a 25-hour content binge of our own to support the live event. Over the course of the night, 2.1K pieces of real-time content were released to help fans survive, engage, and participate with the show. Our efforts delivered over 112.5MM impressions and garnered over 5.9MM engagements. As a result, the branded hashtag #TribecaBinge trended on Twitter for over 4 hours across the United States.
You can read more about the activation in this very nice note from Adweek!
To introduce the show, we created these satirical critic reviews that allowed us to lean on the cast's star-power.
AdAge 2016 Submission Video
The HyperBinge
To kick-off the social binge, we launched a 61.75 second HyperBinge designed to imitate how one might binge an entire season of a show on social. The video helped conjure up interest by highlighting hilarious moments, and popular special guests in it's own beautiful cadence.
Fan Critic Reviews
Leading up to the the binge, we prepared a number of clips that we could turn into unique "Fan Critic Reviews" during the event. As the comments came rolling in, a team of designers, video editors, and voiceover artists moved quickly to create these awesome pieces in a matter of minutes.
Binge Tips
For twitter, we illustrated a series of satirical Binge Tips on how to survive the binge. The tips were released in the hours leading up to, and then throughout the 25-hours.
Inside Angie
To surprise-and-delight our engaged fans, we dropped their likeness directly into currently-airing show moments. One fan turned out to be Arrow star Colton Hayes, who promptly retweeted his video out to his 1.67 million followers.
Instant Recaps
On Instagram, we created 5 second versions of each episode so our followers could catch-up if they just so happened to fall behind.
The Binge Box
Leading up to the event, we mailed "Binge Boxes" to select social influencers that were designed to help them "survive" the full 25-hours. The boxes included binge-necessities such as adult diapers, coffee, eye drops and a Angie blanket.
Assoc. CD // Patrick Jones
Video Editor // Charlie Coutrakon
CW // Tracey Schwartz