Dig Series Launch
USA Network | 2015 | Creative Director
Promoted the launch of DIG with a multi-platform, cross-reality campaign that blended emerging digital channels with a live immersive experience at Comic-Con. The goal: build buzz and spark a dedicated social following ahead of the premiere.
+1.8 Million Live Viewers | +3.8 Million Viewers Delayed Viewers | +1 Million Social Followers
Premiere and panel at Comic-Con San Diego paired with a city-wide scavenger hunt and over 50 participating partners.
Created clue content on Snapchat and leveraged on the ground influencers which drove so much traffic that Snapchat, a relatively new platform at the time, struggled to support the bandwidth.
To increase delayed viewership and drive engagement, the series was also added to emerging platform Wattpad, lending to the increased ratings over time. Additionally, a custom handwritten font was designed for content.