Media Storm Wins AdWeek's Media Plan
of The Year 2015 for 'Brooklyn Nine-Nine'
For Best Use of Mobile in Campaigns Spending Less Than $500,000
For Best Use of Mobile in Campaigns Spending Less Than $500,000
The series’ first season was a critical and commercial success for FOX, winning two Golden Globes. Its appealing ensemble cast and guaranteed wacky gags per episode immediately connected with viewers.
Bring the show’s gags to real life in an unexpected way that creates anticipation for Season 2 of ‘Brooklyn Nine-Nine’ amongst fans and new viewers alike.
Terry Crews, aka ‘Sgt. Terry Jeffords,’ was a fan favorite, and arguably “TV’s best new character.” At the intersection of scary and hilarious, his character never failed to be ridiculously (and physically) larger than life. On the show, it literally sounded like he was “yelling all the time.” Fans couldn’t get enough and, between seasons, wanted more…
Waze started as a user-responsive shortcut app that has turned into a “Waze Craze.” In traffic laden cities like Los Angeles, users swear by the app. By 2013, Waze had over 50 million users. We realized that this responsive, socially-driven mobile platform, and its emerging ad partnership opportunities, gave one of ‘Brooklyn Nine-Nine’s’ characters the perfect voice…
In partnership with Waze’s traffic-aware GPS app, Media Storm’s digital team put together a custom integration to roll out Terry Crews’ voice guidance as an option for drivers. This fun integration was not only engaging for users; the messaging drove tune-in for the second season of ‘Brooklyn Nine-Nine.’
The users heard not only his directions, but our tune-in message.
The season 2 premiere of ‘Brooklyn Nine-Nine’ brought in 5.58 million viewers.
The series has since been renewed for a third season.
This was highly engaging, sharable, and buzzworthy because the media took an existing utility and made it entertaining. We activated it in the device closest to human behavior - the mobile phone.
It’s not just LA where people are stuck in their cars - it’s most commuter belts in the country. Terry Crews’ voice not only busted the commute out of the slow lane of boredom - it brought the conversation right into the office and home.
Media influencers wanted to talk about this campaign.
The activation and plan created just the right level of anticipation in order to want more of Terry Crews, and therefore ‘Brooklyn Nine-Nine.’ The end goal was driving tune-in and this plan proved incredibly successful.