CASE STUDY
How STN Generated Mass Awareness For Poker Face through 360 Marketing and Creative Execution
Our Role
360 MarketingContent + StrategySocial Media ManagementSTN Digital partnered with Peacock for a 360 marketing campaign to help drive premium subscriptions and generate mass awareness for their new series, Poker Face. Through creative OOH executions, social media management, and content strategy our team launched Poker Face into the pop culture zeitgeist as the next big Peacock Original.
In order to give fans an in-world experience of the show, our team strategically produced a 1-866-NO-BLSHT hotline for fans to dial into. The B.S. Hotline was a ground breaking marketing swing that gave fans the chance to hear a custom recording from Natasha Lyonne’s character, Charlie Cale. Let’s dive in to see how our team launched and generated awareness for this unique strategy.
How STN Generated Massive Press Coverage from Mashable, AOL, SyFy and Collider and Received Nearly 12.3k Call-Ins for a Custom Hotline
Along with the launch of a B.S. Hotline, the project included a custom SMS experience where fans could text in and chat live with their favorite armchair detective from the show. STN built out a custom script for both the call-in hotline and the SMS that led participants through a series of storylines and adventures that introduced the Poker Face characters. Our team promoted this campaign through a comprehensive content strategy and thorough social media management.
To create awareness for the hotline, STN partnered with Peacock to develop a social media campaign that engaged several properties including The Office, Parks and Rec, and the show’s cast and creators.
Our team developed custom content that was in line with the witty and gritty Poker Face brand, and this content was shared across their social media accounts. This comprehensive social media strategy ensured that the campaign was widely promoted, leading to substantial levels of engagement and organic reach.
To give the campaign additional momentum, STN scripted and produced a cryptic infomercial that ran on streaming platforms and was part of a paid campaign. Our team also executed OHH creatives that included billboards and wild postings in Los Angeles and New York.
A BS Hotline with @nylonne? Perfect for anyone personally victimized by Doug Judy *Jake Peralta picks up phone* pic.twitter.com/Xmx9Aqrs88
— Peacock (@peacock) January 30, 2023
The Results
As a result of our innovative approach, the creatives sparked conversations that broke through digital clutter, gaining press coverage on platforms including Mashable, AOL, SYFY, and Collider. Additionally, nearly 12.3K people tapped into the B.S. Hotline to interact with the brand leading to an organic promotion of Poker Face.
Overall, STN Digital’s 360 marketing campaign for Peacock’s Poker Face demonstrated the power of a comprehensive approach that combined creative out-of-the-box thinking, social media strategy, and innovative paid and organic tactics.