Leading into premiere, we sent out a call to action for our Duncanville fans to help build some buzz around the show. We wanted to get fans excited by giving them a chance to be involved in an “Ask Me Anything” IG Stories segment featuring Wiz Khalifa’s character, Mr. Mitch.
The fans questions were entered in IG Stories and given to Wiz himself to answer. Those answers were reflected via a digitally animated puppet of Mr. Mitch, providing fans with custom animated answers to all their questions.
To connect the show's character with the audience we used Instagram Stories, allowing fans to submit questions directly to Mr. Mitch.
Once collected, we worked with the show’s writers and with Wiz to develop and record custom answers in Mr. Mitch’s unique voice. The responses brought to life through a combination of established character style guides, custom art, and Adobe Character Animator.
Leaning into personal, micro interaction with fans, with high levels of creative collaboration, resulted in the most viewed IG stories series of the campaign. This achievement was highlighted by a tremendous organic reach, averaging over 11.5k viewers per story.
Also generated were firsts for both FOX and Wiz - FOX's first Talent-led Animation exclusively for Instagram Stories, and Wiz’s first cross-promotional digital execution for an animated show