TBS's Angie Tribeca is building buzz for Season Two by spoofing social platforms
Season Two of TBS’s Angie Tribeca premieres this Monday, and to make sure that fans and non-viewers alike are caught up, the show is taking to the most popular social platforms this week to highlight Season One moments in the form of spoofs of those platforms.
The social activation is in line with the nature of the show, which is produced by Steve Carrell and stars Rashida Jones, and spoofs traditional detective dramas.
On Wednesday, in addition to a fake Craigslist “Missed Connection” and a Tribeca-created DeviantArt caricature, the show posted a step-by-step DIY video on Facebook, teaching people how to make a drug cake:
On Thursday, the show unleashed a Twitter tweetstorm and Instagram memes:
Snapchat spoofs are coming today, Pinterest tomorrow, and Tumblr Sunday. For more on the activation, we spoke with Missy Chambless, senior vice president of brand marketing at TBS:
Found Remote: How does this "spoof" social campaign fit with the character of the show?
Missy Chambless: The show is a spoof of cop dramas, so spoofing is at the core of how we sell the show. Not only are we spoofing how cop shows are marketed, we’re also spoofing how content and campaigns are consumed on the internet.
FR: Why devote resources to recapping Season One rather than focusing exclusively on building buzz for Season Two?
Chambless: The campaign uses the best moments of season one to build to teasing the best moments of season two. We’re not only reminding fans why they love the show as they get excited for the season premiere, we’re also going after new viewers.
FR: Do you think that social can convert fans who missed the beginning of a series into Season Two viewers?
Chambless: Absolutely. This is a show that new viewers can join and enjoy at any time. The best part of a new viewer joining the party now is the treasure trove of great social content from the first season to enjoy as they get ready for the second season.
FR: Facebook, Twitter, Tumblr and all the usuals are part of the campaign - but so are Craigslist and DeviantArt. How do these two platforms fit in?
Chambless: Part of the season two launch campaign is spoofing how content and marketing campaigns are consumed on the internet: turning jokes into memes, social-style binges that reduce an entire episode into one minute, and even fan art and personal ads. We’ve seen marketing campaigns use fan art and Craigslist ads, so they deserved to be spoofed.