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Special Project

Special Project
From the 9th Annual Shorty Awards

The Rocky Horror Picture Show – #TransformationTuesdays Social Campaign

Bronze Honor in Graphics

Entered in Art Direction


In 2016, Fox re-invented the classic musical sensation, the Rocky Horror Picture Show.

Starting 3 months before the show's premiere, we introduced fans to the show by launching a giant social media campaign across Facebook, Twitter, and Instagram.

We called it #TransformationTuesday.

Every Tuesday, we revealed 1 special piece of thumb-stopping content that was photographed, designed, and animated specifically for social media in mind.

The content ranged from:

-Exclusive photos of our cast, before and after hair, makeup, and costuming

-Famous character quotes

-Tips on how to "get the look" for Halloween

-Karaoke-style lyric videos

-Behind-the-scenes interviews

-Videos of the characters literally jumping out of their social feeds

-Infographics that showed the steps to the "Time Warp", one of the celebrated dance routines in history

Strategy and Execution

Instead of trying to light a fire from scratch, we leveraged an existing, beloved, and iconic social hashtag. #TransformationTuesdays naturally trended each week, allowing us to join in on a watercooler topic. We commented alongside millions of user-generated #TransformationTuesdays content pieces.

The show's stars all got involved. Every Tuesday, superstars like Laverne Cox, Victoria Justice, Adam Lambert, and Christina Milian each spread the content to their millions of followers.


At the campaign's end, the Rocky Horror Picture Show became Broadcast Television's most socially engaged special TV event for the 2016 season, with over 50 million social engagements across all major social platforms.

Our overall social content plan generated over 75 Million total video views, making Rocky Horror the #1 most tweeted social program on TV on premiere day!

With so much chatter, Nielsen ranked Rocky Horror as "the #1 most social scripted live special this TV season".


Video for The Rocky Horror Picture Show – #TransformationTuesdays Social Campaign

Entrant Company / Organization Name

Fox Broadcasting Company, Watson DG


Entry Credits