The objective of “All Out for Fallout” was to generate a groundswell of excitement and recognition for Fallout as a leading Emmy contender on the eve of the TV Academy’s “Final Round” of voting. In the Final Round, you are not allowed to target specific industry guilds (e.g. the Writer’s Guild of America), so the strategy is to reach consumers in such an impactful way that Academy Members/Voters can’t help but take notice.
With this in mind, the KPIs of the program were to drive IRL engagements in voter-friendly neighborhoods, as well as organic social media chatter and press coverage (measured as earned media impressions). Additionally, our approach was tailored to activate Fallout’s multitude of existing fan communities and to turn fans into evangelists on behalf of the series.
The big idea was simple: we turned LA into “The Wasteland” (the post-apocalyptic world of the series) by aligning with retailers across LA and blanketing the city with fan-centric experiences and offers. A focal point of the series is Vault 33, an underground shelter where our heroes live. To celebrate this, we took over 33 partner locations in voter-centric neighborhoods on a single day - All Out for Fallout Day - offering $.33 cent deals alongside show-inspired visuals and experiences that let fans and voters experience the Wasteland firsthand.
Our strategy was to create a ubiquitous presence across Los Angeles by aligning with 33 retailers that tied to different themes/elements from the series. This had the dual benefit of connecting to multiple fan passion points - from Fallout fashion, to Fallout food to Fallout the game - while also allowing us to be in every voter-relevant neighborhood in LA. This approach made it easy for fans to participate from anywhere in the city and allowed them to go as deep (or shallow) as they wanted (i.e. visit one location or all 33). The strategy also hinged on forging relationships with beloved retailers that had their own followings/fans, thereby giving us 33 new social, digital and IRL channels to leverage and 33 new audiences to reach. On top of being integral to the program execution, each partner became an additional promotional arm, driving awareness and participation before, during and after All Out for Fallout Day.
In terms of execution, in under one month, we secured partners spanning from Silverlake to Santa Monica. Partners offered exclusive Fallout-themed deals and experiences, including $3.33 video games at LA Video Games; $3.33 LPs of the Fallout soundtrack at Amoeba Music; and 33¢ cocktails at Desert Spot 5, a bar reminiscent of Fallout’s frontier feel. For those staying home, Grubhub became the exclusive delivery partner, featuring a special Fallout-branded gift with purchase at select partners.
Beyond deals, we “Wasteland”-ified iconic LA landmarks seen in the series. For example, Wasteland, the famed vintage clothing store on Melrose Avenue, showcased a Fallout-inspired collection and original costumes in their windows, reaching tens-of-thousands of drivers and shoppers. At the Santa Monica Pier, the Fallout logo illuminated on the giant Ferris wheel, while at Sunset Ranch, fans could enjoy a “Nuka-Cola” along with their $.33 cent horseback ride.
Finally, our digital hub, AllOutForFallout.com, gamified the experience, allowing fans and Emmy voters to track locations, access deals, and uncover Fallout surprises throughout the city. By blending fandom, gaming culture, and real-world LA landmarks, we created a campaign that transcended traditional FYC efforts, turning Fallout into a city-wide experience.
“All Out For Fallout Day” ignited seismic fan, voter and press excitement, redefining what’s possible for FYC campaigning.
The single-day campaign generated 3.7 billion earned media impressions, securing high-impact placements in Variety, Collider, KTLA, FOX LA, Los Angeles Magazine, Secret Los Angeles, and TimeOut LA. In total, earned media placements racked up to 8 broadcast segments (Spectrum News LA, KTLA, and Good Day LA), 48 online articles, and 20 earned social media posts.
Our partner strategy paid off, driving engagement with 1.8 million people through 129 Instagram Stories and 45 Instagram posts across partner accounts. Fueled by social chatter and media buzz, our custom microsite, AllOutForFallout.com, drew 64K page views, thus deepening fan engagement beyond the campaign day.
All Out For Fallout’s innovative approach turned a single day into an unmissable cultural moment, setting a new benchmark for FYC engagement.
