Simpsons: Live Social Media Marathon
Project Overview
When Fox launched FXX in 2013, it had a channel with extremely low recognition and no discernable identity. So in 2014, Fox decided to kick start FXX with a groundbreaking, never-before-attempted, Guinness World Record-setting marathon featuring the longest running scripted show in television history. The Simpsons —all 552 episodes of the show’s 25-year history—were shown back to back, 24 hours a day for 12 days. The challenge was to engage The Simpsons’ audience throughout the marathon and make them into FXX’s audience. Story’s solution was a record-setting 288-hour continuous, live social media marathon covering every second of the event. We knew our millennial audience had grown up with Homer and the gang. We knew how important every “Doh!” and pink-frosted donut would be to the audience. So we programmed Twitter and Facebook to share thousands of original pieces of content created exclusively for the marathon, from classic quotes to tales from behind the scenes. As fan excitement and engagement grew, so did that of the show’s creators and guest stars, who began interacting with the fans throughout the marathon. In the end, we put our staff in a conference room tricked out to resemble the Simpson’s living room and we staffed effort every minute of the 288 hours. We grew FXX’s “Every.Simpsons.Ever.” Twitter account from zero to well over 60,000 followers in just three weeks. Over 10,000 Tweets were sent out over the 12 days, many pre-written and many more impromptu exchanges with the fans. FXX jumped a remarkable 46 places in the ratings (from 49th to 3rd in the 18-49 age bracket). Viewership in that same bracket rose 650% over the course of the marathon. When the dust settled, FXX had an identity and a newly minted following of loyal viewers.Client
FXxTags
social media
content
entertainment
commmunity
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