Lethal Weapon - Season 1 overview:.
The beloved buddy cop movie franchise is back as a newly adapted television series on FOX with iconic characters Roger Murtaugh (Damon Wayans) and Martin Riggs (Clayne Crawford). This was my first campaign while at DMM, and I had a blast!
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OBJECTIVES
While at DMM, we partnered with FOX to kick off one of their largest drama debuts of 2016. Our goals aimed at tapping into the Lethal Weapon fanbase to shift show opinion on social to the must see drama of the Fall season.
Social Creative leaned towards the lovable bro moments between Riggs and Murtaugh.
RESULTS
Upon release, we drove home the heart, humor and family themes of Lethal Weapon, our most popular social initiatives included live tweet nights for both East and West Coast airings.
Tying into the show’s heavy push for all-things bromance, our team launched the Lethal Weapon Best Bud microsite where users could discover their best buds on Facebook. The ultimate prize? A lavish trip to join the cast on the Lethal Weapon set! Our overall social management for Lethal Weapon was met with much enthusiasm from the ever-growing fan base – a group that has grown to over 200,000 followers across all social platforms.
