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Outcast

Global Launch Campaign

We developed a worldwide, immersive stunt to ignite global conversation around the launch of Outcast on FOX.

 

View Outcastart.tv

The artworks were not created in story order to tease the fans even more and increase anticipation. 

 

Fans could follow the progress as each artwork was created and revealed on OutcastArt.tv.

They could also unlock exclusive geo-location activated content by visiting their city’s artwork. 

 

At the London Comic Con artwork an exclusive Snapchat on-demand geo-filter was created to frame the conversation.

We also created additional content for fans on #OutcastArt, including in-progress photos, a video featurette interviewing the graffiti artist and behind-the-scenes access to the cast.

OUTCOME

#OutcastArt had over 4 minute dwell time and over 4 million impressions. The campaign had 18.7 million social media views and was viewed in over 125 countries.

The premiere drew a record 26 million viewers outside the USA across its linear broadcast – the biggest total reach for a single episode in FOX’s history.

 “At FOX, we’ve embarked on some pretty crazy and ambitious international stunts in the past, but nothing quite to the scale and as complex as the #OutcastArt campaign in support of our latest global TV event, Outcast! 

The team at Red Bee were the key to us all retaining our sanity. Not only did they project manage the whole endeavour, but they delivered a stunning immersive site, numerous video and social elements, and did so – seemingly – effortlessly.”

Alexandra Marinescu 
VP Marketing at FOX