For Season 2 of Celebrity Jeopardy!, the Jeopardy! social team wanted to create a piece of content that could highlight each of our celebrity players' unique personality and style through the lens of an iconic piece of Jeopardy! IP.
Ultimately, the objective was to drive tune in to the last three episodes of Celebrity Jeopardy!. But it was our hypothesis that by flashing a spotlight on each of our players individually and giving them an opportunity to shine, we could drive that "Oh, I really like that person!" affinity among both casual and die-hard Jeopardy! fan alike, remind them that CJ! is as much about fun as it is about answering in the form of a question and in the end, get them to watch.
The perfect piece of IP for this execution, in our eyes, was the "Think!" music, as iconic a part of the Jeopardy! brand as the color blue and Alex Trebek. Not only is it iconic, but it's the perfect vehicle for remixing, something that we've sought to do.
Before each tape day for Celebrity Jeopardy!, we were given a few minutes to capture as much content with our celebrity players as we could, and that included asking them to sing/pantomime/rap/hum/etc, the "Think!" music in any which way they wanted to. There were some incredible performances, each perfectly unique and very much in each celebrity's personal style — there were no wrong answers! — giving our editors ample opportunity to hunt for the perfect moments from each and stitch together the one "master" track you see before you.
In the end the piece accomplishes what it set out to do: Celebrate each one of our players' personalities, immediately conjure up the idea that this is for and about Jeopardy! and demonstrate that Celebrity Jeopardy! is a fun show worth tuning in for.
With a very, very limited budget on social, the "Sing" promo did incredibly from a KPI standpoint, driving a 16% engagement rate and more than 2 million views.
On air, the final four episodes performed especially well with the 1/16 telecast having the strongest MP7rating among P18-49 (0.75). In addition, those same 4 episodes averaged 5.17M viewers, representing a 10% increase over the season average.
