CASE STUDY
How STN Doubled Wipeout’s Following and Drove Viewership
Our Role
Content + StrategySocial Media ManagementIn 2021, STN Digital work with Warner Bros. Discovery as part of our ongoing partnership to promote the the return of the fan-favortie obstacle show Wipeout from pre-premiere to weeks after the show ended. We helped grow the show’s social following, generate awareness, and drive viewership throughout the season.
How we helped grow the fan base through social media management:
During the Wipeout season, STN Digital provided bi-weekly content ideation, daily content planning, and posting across Instagram, X, Facebook, and TikTok. We executed live coverage of episodes, posted real-time memes, and best-in class social graphics.
Our team managed weekly live coverage, engaged with fans across platforms, and posted custom content. We hosted a virtual watch party on X, working directly with host John Cena to further increase viewership and fan excitement. STN produced all elements of the fan-driven event from the run-of-show, to social lead up, and promotion. These efforts lead to 2.7M engagements on X.
Throughout season 1, we showcased the funny moments and witty banter between the hosts, John Cena, Camille Kostek, and Nicole Byer by creating head swaps, photo manipulations, and augmented highlights. We also created TikTok videos that spliced together moments from the show, including one that went viral garnering 20M views.
To further drive engagement and viewership, the STN team developed custom premiere and finale stunts on social. On premiere day, we asked fans on social media to send in selfies and created custom head swaps with contestants so they could see themselves on the course.
As a finale stunt, fans sent in their birthdays to get a creative “Wipeout Fortune” that told them show-themed scenarios like, “You started celebrating a little too prematurely at the Wallop Wall… a surprise punch sends you flying.”
The results:
During the season, the team at STN created more than 1K pieces of content that generated over 3.4M engagements, and more than 718K followers across channels. STN took Wipeout’s TikTok to the next level by doubling the account’s followers and reaching over 20M views on a single video. During live coverage there were over 3.8 million impressions on X over the course of 20 episodes.
“Thank you all for another successful season!! You guys always step up when we need the best team on shows and you’ve made it tremendously easy for me to jump into Wipeout as the new kid. Thanks for all your hard work!” – Sally White, Social Media Marketing Manager at Warner Bros. Discovery
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