9:29AM May 3 2012
Suits on Dave Series 1 Launch: Experiential and Social Campaign
Digital channel Dave were looking to promote the launch of its first US acquisition ‘Suits’, a new drama series set in a slick New York law firm. By engaging with a new audience and raising awareness of the show with loyal Dave viewers, who might be used to something different, they wanted to achieve a first episode viewing figure of at 325,000.
Targeting the increased footfall in shopping centres during the Boxing Day sales, we set up a replica office complete with a view of the New York City skyline at Westfield and Bluewater Shopping Centres in Greater London. Over four days, 2,000 shoppers struck a lawyerly pose and had photos taken with friends. These were then uploaded to the Suits on Dave Facebook Page for tagging and bragging. Guests in the ‘Dave Lounge’ could also put their feet up and watch the first episode. Over the 4 day experiential campaign, almost 1,500 promotional USB sticks and 8,000 ‘Suits’ business cards were handed out.
We also identified key influencers and online communities where we seeded video content from the show. This drove viewers to the Facebook page and raised awareness of the experiential activity. We then grew and engaged the community through the Facebook Page, sharing content, posing Suits-related questions while the episodes aired and joining conversations with fans.