The Solution
We directed the creation of compelling visual campaigns, ensuring cohesive storytelling across all social and digital platforms, while driving engagement and enhancing brand messaging and visibility. This involved overseeing the design and production of innovative copy, design and video marketing assets tailored to meet the dynamic demands of NBC's digital audience.
Solution
We directed the creation of compelling visual campaigns, ensuring cohesive storytelling across all social and digital platforms, while driving engagement and enhancing brand messaging and visibility. This involved overseeing the design and production of innovative copy, design and video marketing assets tailored to meet the dynamic demands of NBC's digital audience.
The Final Product
With the data collected from the interviews, we were able to address the users pain points in design and make the necessary adjustments in time for development. Now, Scorpion agents have a brand-new, user-centered designed tool that caters to their needs.
Impact
43.4% gain in live+3 viewers
161.7% gain in Twitter followers on premiere week
90,216 gain in Facebook likes leading into premiere
During the premiere week of NBC's Blindspot, the show experienced an impressive surge in social media engagement, driven by strategic marketing initiatives and audience interaction. Promotional campaigns included National Tattoo Story Day, encouraging fans to submit photos with stories of their own tattoos on social platforms, displayed on a social wall powered by partner Spredfast; and that Tattoo Yourself tool, allowing users to virtually apply tattoos resembling those of the show's protagonist; and original short videos posted to YouTube and other social platforms. The culminating result of NBC's marketing effort resulted in the show garnering top ratings for premiere night (3.1), but also seeing an additional 4.6 million time-shifted and digital views, considered a landmark for its time.
Our Projects
NBCUniversal Blindspot
Launch Campaign
Overview
Amidst falling on-air television ratings, NBC launched its highest priority show for the 2015-2016 broadcast season, Blindspot, a crime thriller about a heavily tattooed amnesiac, starring Jaimie Alexander, Sullivan Stapleton, and Archie Panjabi. The tattoos offer clues to crimes the FBI must solve to uncover a vast conspiracy.
Goal
NBC began marketing Blindspot at its upfront presentation in May of 2015, with the ultimate goal of winning the highest ratings on the show's premiere night in September, against competing high-profile network dramas in the same time slot. It was at this time that time-shifted viewing first became an important factor in ratings determination.
Our Role
Our team provided digital content, marketing strategy, and design collateral to establish and promote the Blindspot brand within the NBC network's brand family. We led the strategy, design, and production of over 40 show design and copy assets across mobile apps, devices, social media, and digital platforms, including YouTube, Roku, Xbox, Apple TV+, Netflix, and Amazon Fire TV. In addition, we collaborated to create an online game; digital video content for social platforms; and the creation of a new holiday, National Tattoo Story Day, with accompanying social UGC campaign to celebrate Blindspot's premiere.