Family Guy draws inspiration from popular culture to create a bi-weekly show,

so whenever popular culture moments happened, we brought the show to the moment.

To accomplish this, a business transformation was necessary. Turner Networks was facing internal and external challenges that required a customized agile solution.

EXTERNAL CHALLENGE: TBS had acquired the rights to air new episodes of Family Guy from Fox television. While awareness was at an all-time high, the internet, social media, gaming, and limitless streaming content offerings were rapidly stealing time and attention away from network appointment viewing.

INTERNAL CHALLENGE:The show’s creator Seth MacFarlane and Fox animation studios must focus one hundred percent of their resources on producing a bi-weekly show. This is why most network marketing departments simply cut together approved assets to promote a new show and do not ask the studio to create custom content for weekly tune-in marketing. Additionally, the internal approval processes for marketing ideas and production averaged one week with several key stakeholders including legal.

EXTERNAL SOLUTION: Our cultural and interest maps revealed opportunities to create custom content that was always in the right context: Bringing the show and its characters to the audience on the platforms they were engaging in at that moment in time. With a daily cadence of original content creation, we were able to reignite interest in weekly network tune-in viewing by creating the same, see-it-first desire found in movie, streaming and video game releases.

INTERNAL SOLUTION: We customized our agile process to fit the existing operational structure of the marketing department at Turner networks. It began with proving to Seth MacFarlane and team that when we created original content, our illustrators and writers could exactly match the animation style and writing of the show. We were then set free to pursue all opportunities that fit the brand. This included following set legal guardrails prior to creation and streamlining legal and marketing department approval times from one week down to a few hours.

RESULTS: INCREASED FAMILY GUY / TBS NETWORK TUNE-IN BY 38% YOY

410% increase in engagement on the TBS Family Guy social channels

Earned 1M followers and over 300M impressions without paid media on social channels.

PETER & RIHANNA - A LOVE STORY

We were fortunate enough to capture Rihanna’s attention and engage the pop star through several award show events. Here is the first twenty-four-hour account of our agile creative process that yielded astronomical engagement on Twitter (90k retweets / 93k favorites)