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The Frasier Advice Line

Entered in Organic Promotion, Other Platform, Single Post or Activation

Objective

After 30 years, Frasier returned with a challenging ask. Paramount+ sought not only to commemorate the 30th anniversary of Frasier, but also to set the stage for the series reboot with a social stunt that would reignite the voices of the fandom. However, at the time of the ask, SAG strikes loomed, which meant access to the star power of Kelsey Grammer was off limits.

Strategy

Introducing the Frasier Advice Line, an automated call-in hotline featuring a collection of Frasier’s best bits of wisdom throughout the years. From life advice to neighborly advice, the Frasier Advice Line was the opportunity to solidify Frasier's enduring legacy as a timeless voice fans far and wide will forever delight in hearing.

Nostalgic show clips are proven engagement drivers on social, so to launch the hotline, we revealed the phone number at the end of a classic scene of Frasier as a radio show host, setting the stage for what promised to be an intimate experience. Calls began flooding in.

Three days later, we further stoked the flames by sharing an image of the phone number meticulously scrawled on a bar napkin — a nod to the Cheers bar, another beloved setting that resonates deeply with fans.

Then, one week later, we delivered the coup de grâce — a carousel of questions teasing the kind of advice awaiting them on the hotline.

Results

7K+ Callers in 2 weeks 

12K+ Likes

700+ Comments 

(All organic!)

And with that, came earned media praise from ScreenRant and Collider, which served as a testament to the hotline's impact and allowed it to reach even more Frasier aficionados without any paid media support. 

 

See the full story here!

Media

Entrant Company / Organization Name

Movement Strategy, Paramount+

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