When TBS made the switch from syndicated shows, to original scripted content, they tasked us with introducing The Detour to the world. Due to the uniqueness of the show's creator, (he’s Canadian) it seemed fitting that the only Canadian in our office would work on it.
Social Voice Manifesto
If you're going to get life advice, it might as well come from life - at least it knows what the hell it's talking about. This voice was the driving force behind our creative and social interactions.
Building A World
What better way to relate to people than by attacking their most sensitive memories. This original content helped established a unique world on Instagram and Twitter.
Targeted Feed Stoppers
To make sure that we kept the excitement up, and continue to push the limits, we created a series of paid carousal ads that drove people to stream episodes. A bit raunchy, but also sweet (ish) we were able to drum up a lot of social chatter.
Because we weren't allowed to give away too much about the show prior to premier, we created a series of video pieces that highlighted some of the funnier moments from the show. Since the Final Four was on TBS and The Detour was on TBS, they had a bunch of random ad breaks during the game and these spots ran during this time.