OBJECTIVE
BMF was tapped to develop a buzz-worthy consumer engagement program to drive awareness and viewership, generate media coverage, and encourage social sharing around the Mayans M.C. | Season 3 premiere. In tandem BMF was charged with celebrating and giving back to the Hispanic community.
ABOUT THE PROJECT
To bring-to-life the title’s Latinx storylines, BMF conceived a culturally relevant, share-worthy, art and community-centric, IRL and digital activation that built excitement around Mayans M.C. | Season 3. BMF led a partnership with the National Hispanic Foundation of the Arts (NHFA) - a nonprofit that supports the Hispanic community, heritage, & representation in media - to access notable, Latinx artists with ties to the Los Angeles community. FX hand-selected three artists who each created original mural art inspired by scenes and themes from the show. The visually arresting murals appeared in three key Hispanic LA neighborhoods: the result - The Los Angeles Mural Project. In addition, on-art QR codes linked to a custom website that featured information about the murals, the artists, the show, and the nonprofit plus BMF curated neighborhood guides that highlighted Latinx small businesses close to the mural locations to encourage fans to shop & eat local. To further cement their commitment to the community, FX made a charitable contribution to NFHA.
RESULTS
- 500+
Unique Web Visits Per Week - 3.8k+
Total Visits - 375.7M+
Media Impressions - 222,027
Combined Influencer Social Impressions - 17,694
Combined Influencer Social Engagement
