The newest entry into the "9-1-1" franchise, "9-1-1: Nashville," is a high-octane procedural about heroic first responders, as well as their family saga of power and glamour set in one of America's most diverse and dynamic cities. The show channels the same kind of intensity and drama as the original "9-1-1" and "9-1-1 Lonestar," while providing a new spin with a setting that taps into Nashville's distinctive culture.
ABC looked to excite viewers for the premiere of the new series with a social campaign that focused on the fun, heart, and intensity of the series and the personalities of its cast. It leveraged influencer partnerships, fourth wall-breaking shareable moments, and exciting teasers to let viewers know they needed to tune in for the premiere of "9-1-1 Nashville."
"9-1-1" is a series beloved by fans, so ABC made sure to excite existing viewers to bring them into the world of "9-1-1 Nashville," while also giving new viewers great reasons to tune in.
ABC started its campaign with inventive, shareable social posts that highlighted the playfulness and personalities of the cast, as well as the drama at the heart of the series. Whether it's bashing through a door with an axe or engaging in hilarious trust fall exercises, the fourth-wall-breaking posts provide unexpected moments that are sure to catch viewers' attention as they're scrolling, before providing them with a teaser demonstrating the heart and drama they'll find in "9-1-1."
With Chris O'Donnell and Jessica Capshaw at the center of the series, ABC also leveraged their veteran star power and teamed them with smart influencer partnerships. O'Donnell co-starred with Nashville native social media star Doug the Pug for a fun and funny social video, and the pair joined "9-1-1" stars Kenneth Choi and Oliver Stark in a competitive "Hot Ones Versus" appearance where both casts battled over trivia questions and ridiculously spicy foods.
Finally, custom Amazon wake screens gave fans and new viewers a taste of what awaits in Nashville, from the cultural touchpoints to the intense, over-the-top drama. The animated wake screen images feature O'Donnell as he prepares to fight fires, but viewers' eyes are instantly drawn to swirling, fiery tornadoes in the background that give a hint at the danger the cast will face.
With all aspects of the campaign, ABC gave viewers plenty of reasons to be excited for "Nashville 9-1-1," showing them how the series expands into new territory while maintaining everything that has made "9-1-1" such a beloved hit.
The “9-1-1: Nashville” campaign exceeded goals: 14M viewers, 337M impressions, #1 on Hulu, #3 most social on premiere night (+287% vs. last year), and viral TikTok hits like Axe Down the Door (19.9M views). A multi-platform success, driving strong buzz and reach.
