In "Abbott Elementary," a group of dedicated, passionate teachers — and a slightly tone-deaf principal — are brought together in a Philadelphia public school where, despite the odds stacked against them, they are determined to help their students succeed in life. Though these incredible educators may be outnumbered and underfunded, they love what they do — even if they don't love the school district's less-than-stellar attitude toward educating children.
With Season 5 approaching, ABC looked to excite viewers for the return of "Abbott Elementary," while also rewarding their continued loyalty and engagement with the series with a fun easter egg.
Inspired by a plot point in the Season 5 premiere, ABC created a social post that went above and beyond the usual teasers, allowing viewers to tap into the world of "Abbott Elementary." On Instagram, a photo post "accidentally" gave fans a key bit of information: Kindergarten teacher Barbara Howard's phone number.
Fans who gave the number a call were able to reach Barbara's personal voicemail box, where they could hear an outgoing message filled with "Abbott Elementary" jokes and references. Completing the message, fans got a final tease for the premiere of Season 5, driving them to tune in for the show's return.
With the Instagram post and voicemail message, ABC pushed tune in for its series' return with a fun, unique way to engage its fan base and to bring them into the world of the show.
ABC's social post and voicemail message for "Abbott Elementary" were a hit among fans. The phone number received so many calls within minutes of the social graphic posting that it crashed. We received over 200 excited voicemails within hours of “leaking” the phone number, and the leak garnered a 230% increase in comment interactions. To date, we’ve received over 300 voicemails, and continue to receive calls and voicemails from fans 16 weeks after launch.
