In 2016, Fox launched The Mick, a new comedy that starred a crass anti-hero named Mickey, played by the hilarious Kaitlin Olson.
To reach fans across social media, we didn't just want to deliver yet another piece of key art or yet another TV spot.
Instead, we wanted to give users an interactive, memorable, 1-on-1, up-close-and-personal encounter with Mickey herself.
So…we took the Mick out drinking. And filmed the aftermath.
The morning after, users woke to see Mickey passed out directly in their Facebook feeds.
Using Facebook's Canvas product, we let users tap to wake her up. After being startled awake, Mickey checked her BO, drank some beer, and ate cheese from a can.
Users could also scroll to spend a day in the life of the Mick, following along as Mickey ran from police, insulted neighbors, drugged her niece, and had a great time.
The results were so astounding that Facebook had to triple check the data to make sure they were accurate.
More than 4 million people saw the Mick passed out in their feeds. And where industry benchmarks typically see Click Through Rates at 1-2%, our creative saw almost 22% of people click through to wake her up.
The Mick premiered to monster numbers, debuting as the #1 new comedy in 2017.
Now, excuse us as we go celebrate. Please wake us up if we win something.
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