CMT: Party Down South
Challenge: Launch the Party
As a new show, Party Down South had no social media fan base; CMT tasked us with getting the attention of the show’s target audience and establishing a fan base from scratch. In the two months leading up to the show’s premiere, Definition 6 promoted CMT’s new show with shareable media, engaging social content, a mobile-friendly microsite, and over a dozen hosted live events.
The results? The show’s Facebook page flew from 0 to nearly 60,000 likes in just two weeks and, by the Party Down South premiere night, it had climbed to over 150,000 likes. Our street teams reached over 5,000 individuals in the target demographic, capturing engagement in pictures and social posts further bridging the offline and online conversations.