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Special Project

Special Project
From the 10th Annual Shorty Awards

You're the Worst: Cardboard Jimmy

Entered in Contest or Promotion


When Jimmy Shive-Overly, a main character in the FXX hit comedy You're the Worst, visited an Erotica convention this past season to promote his new book, the show's fans couldn't contain themselves. Comments on social media inspired the FX team to create a pop-up sweepstakes to give away a show-used, life-sized cut-out of sexy Jimmy to one lucky fan. The goal was to get fans tweeting about the episode while using a custom hashtag to execute the sweepstakes.

Strategy and Execution

Capitalizing on the Twitter chatter, FX swiftly implemented a turnkey sweepstakes that asked fans to tweet #WidthofaPeachSweepstakes to win the life-sized cut-out. Through fan outreach, we picked a random winner and direct messaged them the good news. Cardboard Jimmy was delivered within hours, and the winner took to social to share their positive experience.


The pop up sweepstakes had several entries on Twitter in the short 24-hour time span. The winner of the cardboard cut-out tweeted her delight with the rest of the fan base. Our goal of exciting the community and encouraging conversation was met.


Entrant Company / Organization Name

FX Networks


Entry Credits