For the TBS comedy series, 10 Items Or Less, the goal was to attract the quirky comedy fan who is seeking late-night programming options.
The campaign needed to tap into digital content to reach the A18-34 audience through social and video and also utilize media placements and partnerships to sample the show.
Develop a digital/social campaign around a specific scene in the series that perfectly captures the humor of the show…….TURKEY BOWLING!
• TBS produced videos such as a “Turkey Bowling PSA”
• You Tube homepage takeover aggregates all turkey bowling videos
• Enlisted You Tube talent and College Humor editors to create their own turkey bowling videos
• High impact digital placements (skins, rich media)
• Game on TBS micro-site