PARTNER: truTV // PROJECT: Impractical Jokers Live: Nitro Circus Spectacular
As a follow-up to 2015's Live Punishment special, we were tasked to engage fans and drive tune-in to the Impractical Jokers' second live event — the Impractical Jokers Live: Nitro Circus Spectacular.
The Movement Strategy team developed a robust social strategy supported by paid media to drive awareness, engagement, and, ultimately, live event tune-in. That Thursday, the #JokersLive event was the #1 cable entertainment program within the 18-49 and 18-34 demos and had over 1.2M viewers.
Video and tune-in Cards
The campaign kicked off with a heavy video and tune-in card push. The promoted videos were targeted to die-hard Impractical Jokers and Nitro Circus fans and helped increase event awareness through over 22M highly-targeted served impressions.
After generating mass awareness, we used conversation ads on Twitter to increase engagement among the Jokers' audience. These ads, for the first time ever, allowed the fans to choose which Joker would be punished during the live event. Upon voting, users were served with a personalized pre-recorded message from their chosen Joker.
With over 90,000 total votes, the tweets drove a 10.1% earned engagement rate and a 3.9% earned impressions rate.
Facebook Frames were developed to encourage Facebook users to update their profile picture with the overlay the day of the episode. The option to update a profile was shared organically the day of the event, supported with paid media, and used over 4,000 times by fans.
Real-Time War Room
We used tried-and-true war room workhorse tactics to drive conversation around the live event — supported with fan invites, response cards, GIFs, and live streaming. By partnering with Twitter and Snappy TV, we were also able to create video and GIF content directly from the broadcast feed to share live on social.
These efforts led to #JokersLive organically trending during the live event on Twitter.
On Thursday, the Impractical Jokers Live: Nitro Circus Spectacular was the #1 cable entertainment program within the 18-49 and 18-34 demos. Paid and organic efforts created huge buzz with 90,000 mentions in total.
The activation generated 245MM impressions total — a 91% increase from the previous activation.