Cablefax The Magazine - July 2022 - 41
INTEGRATED MARKETING
(PROGRAMMER)
Cruel Summer
Integrated Campaign
The Freeform team launched a comprehensive campaign for the
launch of Jessica Biel-executive produced series " Cruel Summer, "
with the majority of efforts held back until premiere day. Launch day
saw a full media blitz across on-air, social and digital with audiences
immersed in the '90s (the decade the series takes place in) with
giveaways from Dippin' Dots, Steve Madden and Amoeba Music,
along with an Instagram sweepstakes and a roller-skating event.
Once the first episode dropped, Freeform began Phase 2, dropping another trailer and massive
social content fueling viewers to become armchair detectives. The team made good use
of Biel's 9.8 million followers and hosted a first-of-its-kind COVID-safe " vertical screening "
by renting out a hotel with balcony views of a giant screen. Along the way, the team dropped
social media breadcrumbs about the mystery in the twisty drama. All that hard work (and 550
million+ social media impressions) paid off with Cruel Summer ranking as Freeform's mostwatched
series and Hulu's most-watched series debut.
1
Hallmark Channel
& Ace Hardware: A
Dickens of a Holiday
Campaign
The softness of Hallmark Channel
and the ruggedness of Ace Hardware
combined in this holiday campaign,
proving opposites attract. Ace
Hardware was featured throughout
the original film " A Dickens of a Holiday, "
with the brand sponsoring the
premiere through linear, interactive
digital content and social elements.
A Microsite Takeover of the movie's
website provided Ace Hardware with
attention-grabbing units that it used
to showcase its products. Hallmark
Channel's Movie Checklist App has
over 3.2 million users and a custom
Storyteller (think of an Instagram
Story) that linked the retailer to the
movie while enabling them to highlight
the top gifts of the season.
2
ND
ST
Kevin Hart's
Muscle Car
Crew on
3
thefaxies.com
July 2022
RD
MotorTrend
To promote " Kevin Hart's Muscle Car Crew " launching
on MotorTrend's streaming service, the team turned to
MotorTrend's owned and operated digital channels, a full
publicity campaign, social media channels, talent partnerships
and platform partnerships including featuring from
Apple, Apple TV, Google Play Store and Amazon Prime Video
Channel. There also was linear TV support on MotorTrend
TV and across the Discovery networks. Highlights included
a national TV appearance from all six hosts during the 2021
NBA Draft on ABC.
41
PLACE
PLACE
PLACE
http://www.thefaxies.com
Cablefax The Magazine - July 2022
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