OBJECTIVE
Freeform approached BMF to ignite social conversation & encourage tune-in for the premiere of its new series, Cruel Summer, in a safe & socially distant way during the pandemic.
ABOUT THE PROJECT
Inspired by pandemic-driven consumer interest in outdoor pastimes, and leveraging the 90s nostalgia Cruel Summer tapped into – BMF conceptualized a two-part promotion consisting of a roller rink consumer activation & influencer gifting.
First, Freeform sent celebrities & influencers retro-inspired Cruel Summer mailers, including must-have Impala roller skates. Recipients offered their audiences the chance to win a pair via social contesting, adding a layer of social engagement leading up to the premiere.
Then, Freeform hosted consumers at a free-but-bookable 90s-inspired roller rink at the Westfield Century City shopping center in LA.
Both the Cruel Summer roller rink & mailers drove awareness & inspired content creation — all while complying with COVID-19 safety precautions.
RESULTS
- 4.9M+
Impressions - 157K+
Engagements - 200+
Attendees - 49
Influencers Posted
