Scandal

In season one, ABC’s new show Scandal was struggling with ratings. We believed this show had wings and that if only more people saw it, Scandal had the potential to be a big hit.

THE  CHALLENGE

How do we drive a failing series with potential to a measurable ratings increase?

THE STRATEGY

Combining television storytelling, in-program social media call-outs and talent participation, we developed a multi-screen marketing and social media campaign to drive live viewing and social conversation.

Scandal was the first television show to feature in-program hashtags around a narrative arc, #WhoShotFitz being the first campaign to make history.

SCOPE

Multi-Screen Marketing Strategy
Social Media
Content Strategy
Digital Advertising
Talent Coaching
Events

IMPACT

Scandal’s ratings grew in tandem with the volume of social conversation, and became the fastest growing and highest rated show on television driving over 300 million dollars in ad revenue the year the multi-screen strategy first launched.

Watch me discuss the Scandal Social Media Strategy at TVNext.