The Tick Season One - Social Case Study
The hero you have been waiting for is here! It was an honor for me to work on Season 1 of Amazon Prime Video’s highly anticipated series, The Tick as a part of DMM’s Television/Streaming Team.
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GOALS
We were tasked with scaling awareness and generating buzz for the studio’s biggest release of the year. Challenges included finding new ways to innovate on socials, activating super fans and positioning the show as a tentpole for the Prime Video brand. We were also in a unique position of having an embedded social producer on set during the filming of Season 1. The embedded social producer captured content for both talent and show socials and built a solid relationship with the cast and crew. The show also aimed to coordinate debuts such as trailer releases directly with talent for their personal channels.
RESULTS
To introduce audiences to the world of The Tick and build anticipation to the streaming release, we ideated and debuted character-centric assets, holiday initiatives, engaging Snapchat filters fan giveaways and custom Facebook Event pages. Content was strategically catered to each platform and its posting capabilities, which worked in our favor to allow each piece of content feel unique.
Within our community management, we used custom name reply graphics, which saw favorable reactions from fans. Our voice on social became a key part of our strategy in large-scale activations, including The Tick’s high-scale takeover at San Diego Comic-Con. We worked in tandem with the studio to build unique retweet to remind responses and heavily pushed custom hashtags to help fans at SDCC by providing them with guidance, sunscreen, phone cases, merchandise and more. Our community management strategies were especially effective during opening weekend, when we drove fans to tweet their initial show reactions and favorite moments, allowing us to capitalize in these responses and feature them in custom Twitter Moments. To completion, the social marketing campaign was praised by press and fans alike, with socials continuing to see a steady growth in followers post-release!
Worked with talent to cater creative content that felt authentic to their social platforms.
While at Comic Con, The Tick had a full scale activation complete with a #TeamTick that came at your service when attendees asked for help on Twitter.