PBS Channel Thirteen

TV Gone Wrong

The Challenge

AN ICONIC NETWORK AT RISK

When New York’s local PBS station was at-risk of going off-air due to lack of funding, we needed a powerful idea that would bring a new generation of members to the network.
Case Study / TV Gone Wrong
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The Idea

TV GONE WRONG

We created digital trailers and outdoor posters for fake reality TV shows. Each one contained our thought-provoking message and asked viewers to support quality programming.
TV / CLAM KINGS
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TV / MEET THE TANNERS
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TV / LONG ISLAND LANDSCAPERS
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A MOVEMENT FUELED BY SOCIAL MEDIA

Our fake reality stars had their own social profiles where they talked to their fans on twitter, even our mime, who of course only used emoticons. We created content for tumblr, bonus footage for thirteen’s website and fundraising emails
Results

WE SAVED THE NETWORK WITH A $55K MEDIA SPEND

With only 55K in paid media, earned media helped drive over 182 million impressions. And most importantly, new memberships were up 60 percent compared to the same time last year.