Best of Friends Awards: Livestream, Interactive Awards Campaign, Social Media Management
Our RoleContent + StrategyLivestreamingProduction
Beginning in 2017, STN Digital partnered with TBS on promoting Friends syndication. By 2021, our teams collaborated to develop a cross-promotional integrative campaign to generate awareness and excitement around the Friends Marathon on TBS and Friends: The Reunion on HBO Max. With the Friends brand being so expansive, STN created an interactive awards show and digital campaign to engage users via TBS Network platforms.
Fans were invited to vote on their favorite moments from the show via a custom microsite and top moments bracket on Instagram and X that garnered over 857K fan votes. The results were announced during an exclusive fan-driven awards show that taped from the iconic Central Perk set on the WarnerBros lot. Fans were able to share their excitement with superfan/host, Sarah Levy, and Oh. My. Gawd. a very special guest, Maggie Wheeler aka Janice. The livestream saw over 2.1 million views, with 85% unique views.
To tie the bow on the campaign, after the awards show streamed across social platforms, TBS ran an eight-episode marathon of the winning moments. It utilized bumpers captured on-site with Sarah Levy to keep the momentum going and further drive viewership.
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