The smash-hit YELLOWJACKETS quickly became SHOWTIME’s® buzziest series. But with its episodic release schedule, we had to keep our community engaged week over week, competing against many series that only had to keep audiences engaged for a binge release weekend.
The guiding light of our Community Management strategy was to go there, and “make our fans say f*ck yeah to f*cked up.” We brought the show’s signature dark humor into every touchpoint of the campaign — from tweets to Instagram captions to fan engagements, all the way into responding to DMs. We went back to the roots of social media for authentic one-to-one interactions with audiences.
YELLOWJACKET’S release schedule provided a particularly unique challenge. Not only did the series release weekly, streaming episodes dropped Thursdays while linear episodes dropped on Sundays. This meant Legion’s team of community managers worked in shifts seven days a week to engage all elements of our viewership, being careful not to spoil any of the shocking twists for viewers on different schedules.
Our team of copywriters and community managers took a collaborative, writers’ room approach to crafting the pitch-perfect tone of this copy-driven social campaign. The team worked to bring the show’s unique blend of humor, horror, and ‘90s DGAF dry sarcasm to both planned calendar posts and real-time opportunities sourced from social insights as the community reacted to each episodic release. With more than 4,000 tracked 1-to-1 engagements logged over the course of the campaign, our fans ate it up like a slow-roasted barbecue teammate.