Each March, sports fans turn to truTV to catch their March Madness games. And every year a subset of these people take to social to snark about the games being aired on truTV. Seeing this as an opportune moment to showcase truTV’s comedic nature and give these haters a dose of their own medicine, we set out to do just that.
Starting on March 13th and continuing for the next 7 days, we put on a full-court press. Our team was listening in real-time throughout the week – creating over 800 pieces of custom content as we engaged with fans and haters alike to steer the conversation in our favor.
We set out to be seen, heard and appreciated. And we accomplished just that.
As the campaign took off, so did the press. With the campaign gaining momentum and the snark on full-blast, press mentions began to roll in. Articles covering the campaign were published throughout the week and into the weekend. Press mentions include, Uproxx, SB Nation, MassLive, SportingNews, NJ.com, Detroit News, Awful Announcing, College Spun, CBS News, CBS Sports, Washington Post, Sports Illustrated, The Drum, ProMax, Slate, USA TODAY, The Wrap, Barstool Sports and many many others!
This campaign went on to win a Grand Clio award for best social media campaign.